Branding: glossary definition | Habefast
Branding: glossary definition
Branding can be defined as the art of creating and telling a brand’s story.
It is a strategic process aimed at bringing a brand to life while firmly embedding it in the consumer’s mind. Unlike a one-off marketing action, branding is a comprehensive and consistent approach: it builds a unique identity and mental associations (images, emotions, values) around the brand in the public’s mind.
Good branding allows a brand to be instantly recognizable and to convey a positive and memorable impression. For example, when we think of brands like Coca-Cola or Apple, we immediately associate them with a specific universe (taste and friendliness for Coca-Cola, sleek design and innovation for Apple) – this is no coincidence, but the result of well-executed branding.
Moreover, the origin of the word is telling: derived from the Old Norse mor brand, meaning mark, it echoes the branding of cattle with a hot iron in medieval times and later during the westward expansion. Though now used in marketing and graphic design, the idea remains the same: leaving a mark on the consumer’s mind.
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The components of branding
Branding brings together a number of interdependent elements that together form identity and image. The main components of branding include :
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Visual identity
This is the brand’s graphic DNA. It includes the logo (a symbol representing the brand), the color palette, the typography, as well as all visual design used in communication materials. The visual identity ensures immediate brand recognition and must be consistent across all channels to make a lasting impression.
Positioning
This is the position the brand holds in its market and in the minds of its target audience compared to competitors. Good positioning highlights the brand’s distinctive advantages (superior quality, lifestyle, affordable pricing, etc.) to stand out and meet the expectations of a specific customer segment.
Values and mission
These are the brand’s core principles and purpose. Values guide the corporate culture and communication, while the mission expresses the ultimate goal or long-term vision. These elements give meaning to the brand and help create an emotional connection with consumers by showing what the brand stands for.
Communication tone (brand voice)
This is the brand’s verbal personality—that is, the style and tone in which it communicates. The tone of voice can be warm and friendly, professional and technical, or even humorous and offbeat — what matters is that it aligns with the brand’s personality and remains consistent across all platforms. A well-defined brand voice helps build a connection with the audience and strengthens brand recognition.
Customer experience
Branding isn’t limited to the messages a brand sends—it also includes everything the customer experiences when interacting with it. Brand experience encompasses every touchpoint between the public and the brand—whether it’s browsing a website, visiting a store, using the product, or dealing with customer service. A positive, consistent, and memorable experience at every stage strengthens brand loyalty and attachment. For example, a company that pays attention to every detail of its service (careful packaging, responsive customer support, immersive in-store atmosphere, etc.) builds strong branding by leaving a lasting positive impression.
Each component of branding must work in synergy with the others. It’s this overall consistency that builds a strong brand identity.
A brand charter (or brand platform) is often created to document all these elements and ensure they remain aligned over time. Note that branding appeals to both emotion and reason: beyond tangible features, a strong brand evokes an imaginary world and triggers specific emotions (trust, aspiration, nostalgia, excitement…) in its audience.
Why is branding strategic for a company?
Branding is not just an abstract marketing concept – it is a major strategic lever for any organization.
Here are the main challenges and benefits of a strong branding strategy for a company:
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Stand out from the competition
In saturated markets where offers multiply, branding is the weapon that allows a company to stand out. A clear and original brand image serves as a landmark for customers in a sea of similar options. By communicating a unique personality and distinctive values, the brand becomes instantly recognizable and avoids blending into the crowd. This differentiation is essential to attract attention and remain memorable to the target audience.
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Building trust and loyalty
A strong brand establishes a relationship of trust with its customers. When a company delivers messages consistent with its actions and keeps its promises, consumers come to know and respect it. Over time, this trust turns into loyalty: satisfied customers naturally return to the brand and recommend it to others.
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Increase awareness and perceived value
Branding helps build awareness and improve perceived image. A striking visual identity and an engaging brand story make the company more visible and memorable. Through consistency and presence, the brand becomes ingrained in the public’s mind. This increased awareness has a direct impact on business performance: a well-known and appreciated brand is often preferred over an unknown one, even at the same price.
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Unite a community and motivate internally
Strong branding not only benefits sales but also creates connection. Externally, a brand with a strong personality will unite a community of engaged fans or users who identify with its values. These loyal customers often become ambassadors, generating positive word-of-mouth. Internally, branding also contributes to cohesion: employees proud of their brand and what it represents will be more motivated and aligned with the company’s vision. Thus, the brand serves as a compass for both external communication and corporate culture.
In summary, branding is a strategic investment that supports long-term growth. It’s not just about “looking good”: successful branding creates a true intangible asset for the company. At a time when the public is overwhelmed with choices and information, a strong brand acts like a beacon that attracts, reassures, and retains customers, resulting in a lasting competitive advantage.
Current trends in branding
- Emotional branding
Emotional branding is an approach aimed at creating a strong emotional bond between the brand and the audience. Rather than communicating only rational arguments (price, technical features…), it seeks to evoke emotions in consumers to connect them intimately to the brand’s universe.
The premise is simple: emotions leave a much more lasting imprint in memory than mere information. Well-executed emotional branding therefore aims to evoke positive feelings through storytelling, customer experience, tone of voice, etc.
For example, the chocolate brand Milka plays on tenderness and childhood in its ads to evoke softness and nostalgia – this is emotional branding.
By triggering emotions, the brand appears more human and close to its audience. When well done, emotional branding is a powerful differentiation tool – it transforms the act of purchase into a lived experience and the brand into a story the customer wants to invest in.
- Sustainable and responsible branding
Another key trend: aligning a brand with sustainable, social, or ethical values has become almost essential.
Sustainable branding (or responsible branding) involves integrating the principles of sustainable development and social responsibility at the core of the brand identity.
Practically, this translates into actions and communication around ecology, ethics, and stakeholder respect. Increasingly, consumers demand transparency about practices and expect brands to contribute positively to society. Beyond customers, sincere commitment to sustainability also strengthens the employer brand: it attracts talent seeking meaningful work, eager to join companies aligned with their values.
This expectation drives companies to adopt engaged branding: for example, highlighting ecological initiatives (recycled materials, carbon neutrality), supporting humanitarian or social causes, promoting diversity and inclusion, etc., are now integral parts of many companies’ brand image. The term mission-driven brand is also used when a company explicitly includes a social or environmental objective in its purpose.
Sustainable branding has a dual advantage: it meets a market demand (conscious customers prefer “virtuous” brands) while instilling internal meaning (employee pride, alignment of decisions with proclaimed values). However, it must be applied sincerely – greenwashing is strongly rejected and can damage trust.
- Immersive and experiential branding
With technological advances and the rise of digital, immersive branding has become a major trend.
The idea is to immerse the consumer in the brand’s universe by offering interactive and sensory experiences rather than merely delivering passive messages.
Immersive branding notably uses augmented reality (AR) and virtual reality (VR), as well as other experiential devices (interactive kiosks in stores, spectacular events, games, 360° content, metaverse environments, etc.). For example, some furniture stores like IKEA offer apps to visualize a piece of furniture in augmented reality at home before purchase – it’s no longer just seeing a product, it’s virtually experiencing it at home. Nike, for its part, has launched AR filters allowing virtual try-ons of shoes using a smartphone.
These immersive approaches blur the line between physical and digital (phygital) to provide an engaging brand experience. The goal of immersive branding is to create strong emotional and memorable engagement: the consumer, as an active participant in the experience, better remembers and connects to the brand. It’s also a way to differentiate by offering an innovative and fun experience.
Conclusion on brand marketing
Branding is a fundamental pillar of modern marketing.
From defining what a brand is (its why, its how, its image) to the latest trends to make it shine, branding sits at the crossroads of identity and strategy. A company that invests wisely in its branding gives itself the means to build a strong brand – synonymous with trust, loyalty, and long-term success – while avoiding pitfalls that could tarnish its image.
Whether for a multinational or an individual entrepreneur, nurturing branding means building an asset that will pay off for many years.
Branding is thus the art of giving a soul to a business and sharing it with the world: an ever-evolving art, at the heart of marketing and customer relations.
Proactive et précise, l'équipe a vraiment été à notre écoute tout au long du projet et a su nous accompagner avec bienveillance.
J'avais déjà vécu une très bonne expérience dans le cadre d'un autre mandat de branding relatif à l'identité visuelle de la marque Terre Vaudoise.
Nous vous les recommandons vivement !
