Definition: Branding

Branding is the process of developing a unique and recognisable (visual) identity for a company, through which (positive) characteristics and values are attributed to that company or product.

Why is a good branding strategy so important?

A well thought-out branding strategy plays an increasingly important role in the success of your business. It ensures a better distinction from the competition and a clear brand preference. It is important that your branding is consistent, so that your target audience continues to understand and recognise your brand. This way you build trust with the customer and it is possible to create lasting customer relationships. This way, your brand becomes a means to sell your service/product.

Good branding is also important internally. Which brand elements are used? What are the core values of the company? And how are these core values reflected in the brand's expressions? A clear strategy ensures that not only customers, but also employees know what the company stands for and what the company wants to express.

Good branding through Brand Management

In order to execute a good branding strategy, it is important that your brand and all associated brand elements (such as logos, icons and fonts) are managed, monitored and maintained. This can be done with the help of Brand Management. With Brand Management, you ensure that everything is consistently aligned, readily available and used in the right way. For example, there is no longer any uncertainty about whether the house style has been applied correctly or what tone of voice should be used.

Digital Asset Management by Comrads

Digital Asset Management software is a technical solution that organisations use to centralise and manage their (brand) assets and communications. It helps brand managers and marketing teams protect their company's brand guidelines and execute their branding strategy. Having one central location for creating, storing and sharing brand assets, with both internal and external stakeholders, makes collaboration more efficient and ensures brand consistency. This way, it is clear to everyone what the brand stands for and a unique and recognisable (visual) identity can be created, in other words, a good branding strategy can be executed.

More information

There are many different Brand Management systems and DAM providers. Therefore, please take a look at our DAM benchmark to compare solutions based on your functional requirements. Download the comparison guide without any obligation.