What is Branding in Marketing?

Branding is the process of instilling in the minds of customers a strong, positive perception of a company, its products, or services through the use of elements such as a logo, design, mission statement, and a consistent theme throughout all marketing communications. Effective branding allows businesses to distinguish themselves from their competitors and build a loyal customer base. 

Customers expect your tone of voice to be consistent across email, your website, customer service, and all other touchpoints in your business. If you rebrand, you must update your logo and styling across all platforms, both online and offline. Create a consistent brand so that your customers can enjoy your omni-channel presence.

In-store branding differs from online branding in that you must consider the positioning of products and props, which can influence how a customer experiences your brand. Branding in-store is more immersive because customers can walk around and pick things up, whereas customers online are presented with a two-dimensional scene. Of course, certain branding elements are consistent both online and in-store. These include recurring imagery and logos.