What is branding

What is branding?
Almost everything you do has implications for your brand. Therefore it makes sense to focus on what you will do, before you focus on what you look like.

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In the latest Generator, Baruch ter Wal argues that almost everything you do has implications for your brand.  Therefore it makes sense to focus on what you will do, before you focus on what you look like.

In the latest Generator, Baruch ter Wal argues that almost everything you do has implications for your brand.  Therefore it makes sense to focus on what you will do, before you focus on what you look like. The latter is useful, and it must be in harmony with your actions, but too often we focus on logos in order to avoid the hard work of real branding.

The architect of dozens of successful communication and branding projects for some of New Zealand’s most innovative start-ups and high growth SMEs, Baruch shares insights into how your brand is being built - whether you have planned it or not.

In his article 'A logo is not a brand' he describes branding as ‘the activity of changing someone’s gut feeling about your product, service or company’.

“I like to think of this as the process of creating experiences for people. Delighting them with your service, keeping difficult promises, and blowing them away with your quality are good ways to do this.”

He cautions "if you are convinced that the logo is your brand, it may be because you are afraid to practice the behaviours and create the experiences that really matter."

In his exercises he challenges you to be remarkable and to articulate what it is that makes you, and your collaborators, the best at what you do. He says it's easier to be remarkable if you stay focused, and he gives us tips to do this.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezo, CEO, Amazon.com

Generator: ‘A logo is not a brand. So tell me, what is branding?'

FEATURE:

A logo is not a brand

EXERCISES:

Be remarkable

Stay focussed

DISCUSSION:

Need help with branding?
Join the discussion with Baruch - open until March 23.

RESOURCES:

Enchant the brand

The Artist Nemo - Building his brand

Andrew Taylor on the business of arts & culture

If 2012's Oscar-nominated movie posters told the truth

Branding the individual

Building a strong brand

Branding your art

Written by

Arts Regional Trust

12 Mar 2012

The Arts Regional Trust : Te Taumata Toi-a-Iwi is an arts and creative industries development agency and a leading investor in growing entrepreneurship in Auckland’s creative sector.