Here are some more definitions on branding and brand:
"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. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers." Businessdictionary
Branding is the encapsulation of a company’s mission statement, objectives, and corporate soul as expressed through the corporate voice and aesthetic. Margie Clayman
A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin
If you've ever had a class of marketing, you're probably familiar with this framework: the 4 (or five) 'P's , this framework was originally coined by E. Jerome McCarthy.
It's quite simple; there are four P's:
There's also an additional P added later: P for People.
The idea is the find the perfect 'marketing' mix between these four aspects and connect them with a certain target audience. You can read more about the evolution of the four P's and how it is used today.
A seminal book in my opinion, Johnson banks has a really great aproach in his book, five and a half steps. He describes a branding project in the following steps:
2. Strategy and narrative
2.5 Bridging the gap
In one of my podcast episodes I talk Jason Halstead from Gist Brands, he's the creator of the Brand Spectrum, the brand spectrum is really interesting framework that helps you approach Brand strategy in a comprehensive way.
You can download the Brand Spectrum here. Jason was really helpfull and also included a version of the podcast episode with notes and timestamps, so you can get the sweet bits quickly. Check out the full episode on Jason's blog.
Troughout the years I created my own workflow, of course it lends a lot of principles and aspects from the frameworks mentioned above, but I'd like to share my own spin on things.