Definition of branding

Our definition of branding: The combination of actions taken and tactics employed to create and maintain a brand.

Often contrasted with

• Brand: The idea(s) behind, identity of, and experience(s) created by an organization, product, service, or other entity.

Other definitions of branding from around the web

“Any effort or program designed to increase value or avoid commoditization by building a differentiated brand.” – The Dictionary of Brand, Marty Neumeier (Liquid Agency)

“The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” – Entrepreneur

“The promoting of a product or service by identifying it with a particular brand.” – Merriam-Webster

“Creating, selecting and blending attributes to differentiate a product, service or business in an attractive, meaningful and compelling way.” – OVO

“The promotion of a commercial brand of product in order to give it greater public awareness.” – Wiktionary.org

Additional thoughts

Unfortunately for those of us working in the field, “branding” is one of those terms that’s tough to define. Some experts’ definitions focus on actions taken (e.g., “creating a name, symbol or design,” – Entrepreneur) while others focus on outcomes (e.g., “to give it greater public awareness” – Wiktionary.org). Multiple definitions specifically mention differentiation, which is interesting given the branding community is currently engaged in a debate about whether differentiation is necessary (or important, even) in building a successful brand.

Which definition of branding do you agree with? Which ones resonate most with you? Share your point of view in the comments below. Do you have your own definition, different from those listed here? Feel free to add that in the comments, too (at risk of adding to the confusion! 😆).

Visit the branding glossary for definitions of other branding terms. This Definition page will be updated periodically with new content. Please share any suggested additions in the comments section.