The other day, my mom nagged me for the third time to “get an LIC.” What she actually meant was life insurance. But like most of us, she casually used a brand name instead of the actual product.
Funny thing is — LIC may not have the flashiest branding today, but it’s so deep-rooted in our heads. We know its colours, we know what it stands for, and we instantly connect it with life insurance.
And it’s not just LIC. We’ve all said “Xerox” when we meant photocopy, “Dunzo it” for deliveries, “Google it” for an online search, and “Maggi” for any instant noodles. Some of these brands may come and go, but the ones that stick become part of our everyday language. That’s the power of good branding.
What Is Branding, Really?
Most people think branding is just a logo, a catchy name, and maybe a tagline. But it’s so much more.
Branding is the way people feel about your business. It’s the perception they carry in their heads when they hear your name, see your product, or even talk about you to a friend.
It shapes brand trust, drives brand loyalty, and influences how people choose between you and a dozen others doing the exact same thing. And that’s exactly why branding is important for businesses of any size.
What Comes Under Branding?
To simplify it, here’s what typically falls under the branding umbrella:
Brand Questionnaire
Before you start on the branding journey, you need to deeply understand the brand. Think of it as the foundation of the entire branding journey. This set of questions helps everyone involved get aligned on what truly matters—what the brand does, who it serves, how it wants to be perceived, and why it exists in the first place.
1. Brand Discovery
It starts with asking the right questions. Who are you? What do you believe in? This is where tools like a Brand Questionnaire come in — to get clarity on what you stand for. Brand discovery entails deep research, about the audience, industry, competitors and everything there is to know about the brand.
2. Brand Strategy
Once you know who you are, you can decide where you want to go.
A good brand strategy includes:
-Perception Shift:
This is all about changing the narrative. Maybe you’re seen as traditional and you want to feel more innovative. Or perhaps you’re known for affordability, but now you want to be recognized for quality. A perception shift defines the gap between current perception and desired reputation—and becomes a compass for your brand communication strategy.
-Brand Core:
Your brand core is your non-negotiable truth. These are the guiding principles behind every decision—what you stand for when no one’s looking. Values shape your culture, tone of voice, hiring, product development, and even your audience connection. Beliefs help your audience understand your deeper “why”.
-Positioning:
Your positioning isn’t just what you say you are—it’s what your customers believe you are, especially in contrast to your competitors. It’s your unique advantage or space in the market. Strong positioning answers the question: “Why should someone choose you over the next best alternative?”
-Vision & Mission:
These are the two anchors of your brand’s ambition:
-Mission: What you do today. Your everyday promise.
-Vision: What you’re striving to become. Your future goal.
Brand Archetype:
Borrowed from psychology, brand archetypes help humanize your brand by assigning it a recognizable personality type. They guide tone, messaging, behavior, and visual style. Archetypes make it easier for your audience to emotionally relate to you.
Brand Personality:
If your brand walked into a room, what kind of impression would it leave? Your brand personality is the set of human traits that define your voice, tone, and aesthetic. It’s what makes your brand feel real, likable, and consistent—across ads, emails, social captions, and even chatbot responses.
This is where your brand awareness strategy is born — it decides how people will discover you and how you’ll stay top of mind.
3. Brand Expression
Now comes the fun part: how it all looks, sounds, and feels.
Brand Articulation
Brand articulation is the language system your brand uses—how you describe what you do, what you stand for, and why you matter. It’s not just what you say, but how you say it. It brings consistency to everything from your tagline to your pitch deck to your social media bios.
It’s your voice. Your vocabulary. Your way of showing up in words.
Think of it as your brand’s verbal fingerprint.
When done well, people recognize your brand even if your logo isn’t present.
Brand Story
Your brand story is the narrative arc of your business—it’s not a one-time “About Us” blurb. It’s the cohesive, human-centered tale of who you are, what problem you solve, and why your brand matters to the world. A great brand story builds emotional resonance and fosters trust and loyalty.
Your story doesn’t start with your product—it starts with your purpose.
Together, these build brand awareness, improve brand visibility, and eventually shape brand loyalty.
The Benefits of Strong Branding
When done right, branding moves your business from forgettable to unforgettable.
It:
- Builds brand trust — people choose what they trust.
- Increases brand awareness, so people think of you when they need your product.
- Creates brand loyalty, which means customers don’t just buy once, they keep coming back.
- Improves brand perception in a crowded market.
- Helps design a powerful brand awareness marketing strategy that brings in customers organically.
And above all, great branding influences business growth in ways advertising alone can’t.
When people believe in what you stand for, they don’t just buy from you — they talk about you, recommend you, and stick with you through thick and thin.
In Short
Whether you’re a homegrown café, a tech startup, or a clothing brand, it’s worth investing in branding. It’s not just about looking good — it’s about being remembered for the right reasons.
And if someday someone uses your brand’s name instead of the product category (like Maggi or Google), you’ll know you’ve made it.
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