What is Branding in Marketing? Functions, Process, and Strategy Explained
Meta Description:
Discover the essentials of branding in marketing—learn about brand functions, the branding process, umbrella branding, ISO brand standards, and how to build a strong brand identity.
🌟 Introduction
Branding is more than a logo. It’s a promise, a perception, and a positioning strategy. In today’s competitive market, building a brand means creating an emotional connection that influences buying behavior and loyalty.
🧠 What Does Branding Mean in Marketing?
Branding is the process of creating a unique identity for a product, service, or company. It shapes how people perceive your brand, building trust and recognition over time.
According to ISO brand standards (27/8):
A brand is an intangible asset intended to create distinctive images and associations in the mind of stakeholders.
It reflects ownership of values, economic benefits, and positioning in the minds of both internal and external stakeholders.
✅ Functions of Branding
- Helps in Popularizing the Concept
Branding builds awareness and customer recall. - Brand Ambassador is the Company
In many modern models, the company itself acts as the face of the brand. - Brand Names Create Identity
Examples include:
- JIF (umbrella branding)
- Ponds, Safeguard, Lux, Lifebuoy (individual branding)
Some companies manage 500+ products under different brand names.
📦 Types of Branding Strategies
- Umbrella Branding – One name for multiple related products (e.g., JIF)
- Product Branding – Each product has its own name (e.g., Lux, Lifebuoy)
- Corporate Branding – Company-wide identity (e.g., Apple, Google)
🧭 Aspects of Effective Branding
- Define how you want to be perceived
- Define what your company/product/service stands for
- Communicate your purpose clearly
- Be consistent across all touchpoints
🔄 The Branding Process
Step 1: Brand Discovery
- Identify your audience and the problem you solve
Step 2: Brand Positioning
- Define your USP (Unique Selling Proposition)
Step 3: Visual Identity
- Create your logo, color palette, fonts, etc.
Step 4: Messaging & Voice
- Decide your brand tone and communication style
Step 5: Consistency
- Keep all branding elements uniform across platforms
🗓️ Learning Timeline (As per Notes)
- 27/8 – ISO brand standards and stakeholder impact
- 29/8 – Branding basics and expectations
- 3.9.21 – Brand is both internal (team) and external (customer)
💬 Thought Starters
- What is your brand promise?
- Is your logo aligned with your values?
- Are you emotionally connecting with your audience?
- What sets your brand apart?
🏁 Conclusion
Your brand is the soul of your business. Whether you’re managing hundreds of products or launching a new startup, branding is the foundation of identity and growth.
“A brand is no longer what we tell the customer it is—it’s what customers tell each other it is.” – Scott Cook
✅ Word Count: ~720
✅ Keywords Used: branding process, what is branding in marketing, types of branding, umbrella branding, build strong brand
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