what is branding | Marty Neumeier

what is branding

Branding is a concept that is often misunderstood and misrepresented. In a 4-minute crash course video, branding expert Marty Neumeier sets the record straight by explaining what branding really is and what it is not. According to Neumeier, branding is not just about logo design, identity design, typography, or advertising. It is much more than that.

At its core, branding is the customer’s gut feeling about a product, service, or company. It is a result of the reputation a business creates through its products, design, messaging, culture, and employees’ behavior. Each customer has a different brand perception, and it is up to the business to ensure that its reputation is positive and consistent across all touchpoints.

One of the biggest misconceptions about branding is that it is the responsibility of designers or marketers. However, Neumeier explains that almost everyone in a company is responsible for branding in some way, whether it’s through creating products, designing marketing materials, or simply representing the company in a positive light.

Neumeier’s insights on branding are invaluable for businesses looking to build a strong and positive reputation. By understanding that branding is much more than just a logo or a promise, businesses can take a more holistic approach to building their reputation and creating a brand that truly resonates with their target audience.

In conclusion, branding is not just about design or advertising. It is the customer’s perception of a business and its reputation. To build a strong brand, businesses must focus on creating a consistent and positive reputation across all touchpoints, and ensure that everyone in the company is working towards this goal. With this approach, businesses can create a brand that truly resonates with their customers and sets them apart from the competition.