Branding

Branding is actively shaping your brand. That’s the simple definition, but there’s a lot more to it than that.

Your business needs branding to avoid drowning in the crowd and to grab the attention of your ideal customer.

It turns your first-time buyers into lifelong customers and an indifferent target group into real fans of your brand.

You need branding to get noticed, make an impact, and take your business to the next level.


In other words, if your business is to be successful, branding is a must.

What are the consequences? And how do you brand your company so that it makes a real impression on your target group?

In this article, we’re going to look at what branding is and how your business can take full advantage of the benefits of branding.

Strictly speaking, branding has been around for a very long time, namely since 350 AD.

It is derived from the word “Brandr”, which means “to burn” in the Old Norse language.

From the 15th century it stood for the brand that ranchers branded on their cattle to show who they belonged to – a forerunner of the modern.

And yet branding is more than just a look or a logo today.

It stands for the emotional “good feeling” that a company can trigger in its customers.

In short, your brand is the amount of perceptions people have of your company.

Branding, on the other hand, describes the actions you take to cultivate that brand.

When you design a logo, that’s branding.

When you’re developing a brand voice, that’s branding.

When you sit down with your marketing team and come up with an advertising campaign, that’s branding.


Branding is an act of building your brand.

With branding. Different branding strategies (e.g., having an emotional brand voice or using color psychology when designing your logo) can help you build a deeper connection with your target audience and create a sense of brand loyalty.

What elements does branding consist of?

These are the elements of branding that you need to create in order to determine the way your business is perceived by customers:

Your mission statement and your brand values ​​are the foundation of your branding.

Think of your mission as the brain of the business – a short and sweet statement that defines the current state and purpose of your company.

Your company’s vision, meanwhile, is its heart and offers an inspiring and motivating snapshot of what you want to achieve in the long term.

Your logo is the face of your company and designing your logo is without a doubt the most important branding for your company.

During the design process, think about who you are as a brand and how you want to be perceived by your customers.

Use this as a basis for your design strategy.

Designing your website is also an important step in branding. Your website is your brand’s digital home and when your customers visit it should be visually appealing, easy to use, and a reflection of that in who you are as a brand. As with your logo, you should refer to your branding guide to choose elements for your web design (e.g. layout and fonts). Additional components. Branding is not one size fits all. Depending on your company and your industry, you may need additional components such as business cards, product packaging or flyers. Take a look at your company and your specific needs and then develop additional components for your branding accordingly.

Are you looking for professional branding? Our designers create the perfect face for your brand.

As a general rule, products have a limited life cycle, but brands – if done right – last forever.

And once you’ve specified who you are as a brand, marketing will be a lot easier.

Your branding bible coupled with ongoing market research and analysis should give you a tactical advantage when it comes to how best to market your products.

Do you focus more on traditional marketing like radio and billboards or is your potential customer more influenced by viral YouTube videos and Snapchat filters?

Marketing can be a mishmash of different tactics, but be careful not to get bogged down.

By regularly consulting your branding guidelines, you should be able to focus your efforts on the tactics that really matter.

Ultimately, marketing is the process that brings you the leads and sales, but branding is the foundation on which you build your reputation and customer loyalty.

You must never forget that branding is an act. So while it can seem intimidating at first, given the planning, ingredients, and staffing required to create a memorable brand, it also makes you strong.

Instead of letting others tell your story, speak to yourself with good branding.
If you ever feel that you are getting stuck, remember that help is always around.

Once you’ve established your branding vision, you can hire a professional designer to visually bring your branding to life.

As a general rule, products have a limited life cycle, but brands – if done right – last forever.

And once you’ve specified who you are as a brand, marketing will be a lot easier.

Your branding bible coupled with ongoing market research and analysis should give you a tactical advantage when it comes to how best to market your products.

Do you focus more on traditional marketing like radio and billboards or is your potential customer more influenced by viral YouTube videos and Snapchat filters?

Marketing can be a mishmash of different tactics, but be careful not to get bogged down.

By regularly consulting your branding guidelines, you should be able to focus your efforts on the tactics that really matter.

Ultimately, marketing is the process that brings you the leads and sales, but branding is the foundation on which you build your reputation and customer loyalty.

Founders and entrepreneurs can hardly be imagined without their own website.

It often serves as a business card on the web and often also as a direct sales channel, as orders can be triggered via it or the integrated web shop.

In addition, the visitors who are to be attracted with other marketing activities will sooner or later also be directed to the website.

In this respect, it is an anchor point in online marketing and advertising on the Internet.


When it comes to the website, points such as design, layout, programming, legal aspects and, in relation to sales, of course, conversion must be taken into account.

These topics are very extensive and it is generally advisable to commission experts to create your website if this plays an important role in your marketing concept.

You will find numerous tips and advice on everything to do with your own web shop and e-commerce in our Retail & E-Commerce section.