Branding is…..

“The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme.”
—The Business Directory

Branding in the traditional sense was designed to create recognition and awareness of commodities. It was the way business persuaded customers to decide.

There’s a difference between being branded and becoming a brand. A distinction between recognition and significance.

It’s possible to shift a lot of breakfast cereal through brand recognition. But if your brand isn’t loved then it’s replaceable.

Branding might enable you to be top of mind. Top of mind isn’t the same as close to heart.
Ask Microsoft.

Image by Luke Chan.