The Meaning of Branding

November 15, 2011

Written by John Centofanti

John’s background spans the creative side of business, including content writing, branding, graphic design, and more. In 2006, John founded Creative Stream Marketing, serving national retailers, tech companies, and B2B companies across the US.

Branding Can Be Painful

Branding is the foundation of your marketing.

It’s nothing new. In fact, the word “branding” became popular in the days when one rancher “branded” his special cattle to distinguish them from another rancher’s ordinary cattle.

Today, branding isn’t painful in quite the same way as it was in the past, but it’s more important than ever. Effective branding requires careful planning, effort, and commitment to stick to your brand. Some people find that to be a pain. The branding I’m referring to here is really brand positioning. Things like logo design and company colors support your brand, but they are secondary to what your brand represents.

Your brand is a promise, and your brand integrity is how well you deliver on that promise.


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