Subject areaRevenue and sales
Branding is the work through which a company builds and manages its brand: the choice of name, the visual identity, the tone of voice and the consistency of messages across every channel.
The brand is the result, branding is the activity that produces it.
The articles on this site separate two planes of communication: branding, which gets the company into the consumer's initial consideration, and contextual interaction, which supports the consumer at the moment of purchase. The first prepares the ground for the second, so a sales message is better received by someone who already knows the brand. Even technical tools such as structured data (information in a format search engines can read) become a branding tool for a local business.
An example
A chemical company selling industrial solvents invests in branding when it decides to present itself with the same name, colours and tone on its website, technical data sheets and trade fairs, instead of letting each division communicate in its own way.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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