← Back to Blog

In this article, I will explore how branding is not just for marketing, but for anything and everything around us, touching base specifically on five types of branding.

To understand how branding is in everything, we first need to define what a brand is. A brand is more than just a logo or a slogan. It is the sum of the values, beliefs, vision, direction, and implementation of a company or individual. A brand is the emotional connection that people have with a product, service, or person. It is what sets it apart from its competitors -or others- and what makes people want to engage with it -or them.

Personal branding is the way that we present ourselves to the world. It includes everything from the way we dress to the way we speak, walk, and talk. Our personal brand is our reputation, and it is something that we have to continually keep building and maintaining with the type of food we eat, the education and regular intellectual refreshes and readings we expose ourselves to. To the circle or friends and society that we surround ourself with. All the above count for our personal brand, and either lift it up or press it down. Personal branding is not just for celebrities or influencers; it is something that everyone should consider.

A simple, yet effective example; imagine two candidates applying for the same job. Candidate A has a professional-looking resume, is well-spoken, and dressed appropriately for the interview. Candidate B, on the other hand, has a poorly formatted resume, is unprofessional in their speech, and is dressed inappropriately. Despite having similar qualifications, Candidate A will be more likely to get the job because they have a better personal brand.

Cultural branding is the way that companies use culture to connect with their audience. It is about tapping into the values and beliefs of a particular group and using that to create a connection. For example, Coca-Cola's "Share a Coke" campaign used personalized bottles with people's names on them to create an emotional connection with their customers.

Geographic branding is about using the location of a product or service to create a connection with the audience. It is about leveraging the strengths of a particular place to create a brand identity.

Corporate branding is simply branding a company or entity. Yes this would include an identity, a color scheme, brand manual and font usage etc… but the valuable and resonating ingredients of a corporate brand would surely be its values, mission, vision, and the way the company goes about handling its public and external affairs.

Corporate branding is important not only because it helps to differentiate a company from its competitors, but it helps immensely, and sometimes is the only reason, in creating strong emotional connections with customers, attract new customers, and surely position itself as an employer of choice.

Conscious branding is about creating a brand identity around social or environmental issues. It is about leveraging the power of a brand to promote positive change in the world. For example, TOMS Shoes has a "One for One" program where for every pair of shoes sold, they donate a pair to a child in need. The program has become an integral part of the TOMS brand identity and has helped the company to differentiate itself from its competitors.

Branding is not just for marketing; it is embedded in every aspect of our lives. Every individual, product, or service has a brand, whether they are conscious of it or not. It is not just about creating a visual identity or a marketing campaign, but about creating a connection with the audience by leveraging the values, beliefs, and identity of the individual or company.

The way we present ourselves is our personal brand, and it affects how people perceive us. Our personal brand can help us stand out from the crowd and make a positive impression on others. It is important to cultivate a strong personal brand, especially in professional settings. For example, having a well-written and professional-looking resume can help candidates stand out in a competitive job market.

Companies can use branding to create emotional connections with their audience by tapping into their values and beliefs. By understanding the culture, location, or identity of a particular group, companies can create a brand identity that resonates with their audience. This can help companies differentiate themselves from their competitors and create a loyal customer base.

In addition, conscious branding can be a powerful tool to promote positive change in the world. Companies can use their brand identity to raise awareness about social or environmental issues and encourage their audience to take action. By aligning their brand with a social or environmental cause, companies can create a positive impact on society and differentiate themselves from their competitors.