What Is Branding? 4 Minute Crash Course.

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09rupeshraj4@gmail.com
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What is branding? A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result–it’s a person’s gut feeling about a product, service or company. It’s in their heads and in their hearts. A brand is your reputation.

Listen to the whole talk on our podcast

Check out the full conversation with Marty here:

Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands.

“Your brand isn’t what you say it is. It’s what they say it is.”

Books by Marty Neumeier
The Brand Gap –
Zag –
The Designful Company –
Metaskills –
The 46 Rules Of Genius –
The Brand Flip –
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24 Comments

  29. "Advertisers say it's an impression the customer has about the company" ❎️
    "I say it's a customers gut feeling" ✅️

    Please what is the difference?

    I watched this in 2020 and thought, "Wow! This guy is so smart."
    Fast forward today 2024, after a lot of experiences and growth, I'm watching it again, and I'm like "bruh really?"

    These people just make you think they are unique. But it's all recycling. He literally said the same thing in 2 ways, and we didn't figure it out.

    I will soon get my own camera and mic and start my own podcast. They inspire me with how easy they can sway people with words.

  33. Way too broad – little actionable information in this. Let's talk about the two major types of brands: corporate/organizational and product/service specific. I say "organizational" bcz there are many non-profits, churches, etc. that brand their services despite not intending to generate a profit. They have THEIR clientele, clients, patients, etc. and their need to attract and maintain them in order to continue to reach their goals from a warm meal to a homeless person to (possibly) saving that person's soul. Coke is an organizational brand; diet Coke is also a brand. Rule #1: no branded product or service shall damage the corporate brand. For example, Bud Light vs Anheiser Busch. No-no-no … !

    Basically IMO, a brand is an expectation of … typically … a level of quality, service, reliability, etc. There's an almost limitless number of product/service attributes a potential customer/client could look for a brand to contain, but marketing has to focus-down onto a few – the few that the marketer believes to best represent as the primary target for his/her product/service at a price-point that is sustainable (it could be a break-even for a non-profit, or even an outright loss for other humanitarian organizations that draw their funds and support from outside parties such as churches or the UN).

    For Diet Coke, for example, those could be: flavor (as close to "real" Coke as possible given an artificial sweetener), carbonation level, quantity (12 oz, 3 ltr, etc. vs a 55 gal drum), availability, cost/potential sale price, packaging (durability vs visual appeal), and a few others. The important thing here is -THESE ARE ALL ACTIONABLE ITEMS OR ASPECTS OF THE PRODUCT/SERVICE. People can and do manipulate these factors into a successful product/service. Millions of different brands (one for each person who buys or considers buying a product/service)? Maybe, but they will ALL be some variation of those product/service factors.

    And, I did all that in less than 3:48 … ta-dah!

  45. A brand is a person's gut feeling' – this simple yet profound definition really shifts the paradigm. It reminds us that we don't own our brand – our audience does. Their perception, their feelings, their experiences… that's where the real brand lives. Such a powerful reminder for all of us building businesses. 🎯

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