{"id":75126,"date":"2025-05-17T04:30:00","date_gmt":"2025-05-16T18:30:00","guid":{"rendered":"https:\/\/elements.blog-cms.envato.net\/?p=45002"},"modified":"2026-01-30T10:10:12","modified_gmt":"2026-01-29T23:10:12","slug":"what-is-branding","status":"publish","type":"post","link":"https:\/\/elements.envato.com\/learn\/what-is-branding","title":{"rendered":"What is branding? Discover your real brand power"},"content":{"rendered":"\n

<\/a>What\u2019s the difference between an ordinary horse and a unicorn? Technically, a unicorn differs from a horse only by its horn. However, its mythical, magical status and associated imagery result from strong, collective “branding” \u2014 a powerful visual and set of features we’ve imagined and embraced.<\/p>\n\n\n\n

This wasn’t planned, but our long-standing fascination with this horned creature led us to collectively create its strong, magical image. That’s good branding<\/a>.<\/p>\n\n\n\n

The truth is that branding is an important aspect of every business, especially a new one. Branding is what will make you stand out from the competition. Or, to put it in our unicorn terms, branding is what will take your horse and not simply tie a horn to it, but turn it into an actual unicorn\u2014magical abilities and all. Let’s take a deep dive into what branding is and how we as professional creatives can create a memorable brand identity.<\/p>\n\n\n\n

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  1. What is branding?<\/a><\/li>\n\n\n\n
  2. The elements of a brand<\/a><\/li>\n\n\n\n
  3. The importance of branding and brand values<\/a><\/li>\n\n\n\n
  4. How to create your brand’s visual identity<\/a><\/li>\n\n\n\n
  5. How to find your brand voice<\/a><\/li>\n<\/ol>\n\n\n\n

    What is branding? How did it all start?<\/h2>\n\n\n\n
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    \n Unlimited creative assets. Access to AI tools. <\/h3>\n <\/div>\n \n
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    The word \u201cbrand\u201d comes from a proto-Germanic root meaning \u201cto burn with hot iron.\u201d The word first entered the English vocabulary in the 1400s as an identifying mark burned on criminals. The word\u2019s main use, however, developed around the 1580s when cowboys began burning identifying symbols on their cattle. It wasn\u2019t until the 19th century that the word started to be applied to branded goods that received the mark of their maker. And the term \u201cbrand name\u201d is less than 100 years old, having been coined in 1922.<\/p>\n\n\n\n

    Why all the historical talk? Not to bore you, but to point out one crucial point: If the word brand can be associated with any one thing, that thing is identity<\/em>. Having a brand \u2014 whether as a criminal, as a cow on a farm, or as a bag made by a particular person \u2014 has always meant having an identity. And it still means that today.<\/p>\n\n\n\n

    The evolution of “brand” and branding<\/h3>\n\n\n\n

    You may have heard that the foundation of your brand is your logo. But unless you\u2019re branding cows somewhere in the Wild West (where the logo on the cow really is the only thing that matters), please allow us to disagree.<\/p>\n\n\n\n

    Your logo is only the tip of the iceberg of your brand. There\u2019s a lot more<\/em> happening beneath the surface that defines your brand, culminating in that logo \u2014 the job of which is to communicate the essence of everything that lies beneath.<\/p>\n\n\n\n

    The American Marketing Association<\/a> defines the term “brand” as follows:<\/p>\n\n\n\n

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    \u201cName, term, design, symbol, or any other feature that identifies one seller\u2019s goods or services as distinct from those of other sellers.\u201d<\/p>\n<\/blockquote>\n\n\n\n

    Although not wrong, we would again beg to disagree on a point. A modern brand is a lot more than just a name, a design, or a symbol that identifies a seller\u2019s goods. Modern brand marketing also includes powerful emotions<\/em> or feelings<\/em> that it transmits to the world. And it is on those emotions that the popularity and success of most brands hang.<\/p>\n\n\n\n

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