What is a Branding Process?
A branding process is an important series of steps that a brand takes to discover who they are and what they need to do to communicate this to the outside world. Why is this important? It matters because of how great of an increase there has been in the competitive market today. For a brand to be truly successful, it must have a reason to exist beyond the products it sells or the services it offers; it must reach a human level of connection with consumers. The only way to do this is to truly understand and express (in verbal, visual and emotive touch-points) a cohesive and insightful brand identity. The most iconic and lasting brand identities have gone through this process, and typically return to this process after a period of time or when there have been major changes in their company. Ultimately, a branding process plays a vital role in the creation, maintenance and future evolution of a brand.
