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What Exactly is Branding?

Updated: Jan 13

A number of people have asked us this question and to be honest it's a fairly simple answer but we' re going to break it down in simpler terms terms with his yummy analogy...


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Don't Be The Blank Ice Cream Truck


Let's say you are walking down the street and you see two trucks. One truck is completely blank but playing the annoying ice cream song. The other truck is also playing the annoying Ice-Cream song but is decked out in photos of delicious ice cream ranging from the Spongebob Popsicles to Ice Cream Sandwiches with a giant neon sing on it that says "Mr. Softee". Which one are you most likely to buy from?


The Very Definition

We all know the answer and our response to that analogy is why branding works. People buy what they are attracted to and what stands out from the norm. “A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association). Branding is taking strategic steps to stand out and sending a clear message about what your business is about. While branding is mainly visual we can't ignore that it is also strategic. In order to select the correct visuals, you must create the right message. If visuals depict messaging then your message must be powerful in order to have a powerful brand. In fact, a brand cannot exist without a message. Even brands that claim that they are brandless still give off a message. Branding is in the very DNA, the very fabric of your business from how you greet people at your store, to how your employees speak on the phone. It sets the tone for how clients will receive you and make a decision on whether they should spend money.


That's branding in a (delicious) nutshell. So don't be a blank truck. Get started on crafting a message that showcases what your company stands for and then select the right visual content that will make that loud and clear to your target audience. Need help? The team at IconiQ are masters at branding. Get in touch with us to chat about your brand strategy.



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IconiQ Creative Group is a leading creative agency & learning hub that services clients internationally and locally. Our focus on content creation, branding, design and marketing strategy gives companies the edge needed to compete in their respective industries.

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