Because branding has become an ”it” word, it has acquired different definitional flavors to support the particular expertise of the branding expert. Here is what I believe:

• Branding begins with clear strategic thinking to establish a solid positioning. This includes doing the homework required to understand target audiences, competitive offerings and product differentiators.
• If positioning is determining what area or niche in the marketplace one will claim and how that space and one’s product will be defined in the minds of target audiences, branding is the sum of the activities required to claim that space and establish the product’s image.
• Branding is what brings a product or service to life and captures the hearts and minds of the target audience.
• To be truly effective, branding must stand on two equally strong legs: strategic clarity and creative power.