How to Brand A Company

Article at a Glance

What Is Branding Exactly?

How do you feel about a particular brand? Why do you feel that way? Why do you believe that you like or dislike any brand? What makes you have a ‘gut feeling’ about it? Whatever it is that you may feel, that ‘gut feeling’ is ultimately a molecular particle of what the company becomes. A brand is the sum of everyone’s ‘gut feeling’ of how they feel about the brand. Everyone’s opinion is essentially an atom that makes the complete molecule.  

A well designed brand will strategically address these ‘gut feelings’ and market accordingly. Embracing the feelings with an empathy for what the customers need and desire.

The strategy of how the brand presents itself to the public is of great deal of importance to successful branding. The voice of the brand must speak to it’s specific demographics, and to the feelings of the people that the brand needs to attract. Therefore the brand must strategically be designed with an aesthetic that appeals to the tastes of these demographics. The voice of the brand must use terminology that the brand sells to. So if your marketing for a razor company, be sure to know and learn the words that people associate with beards. For example: scruff, 5 o’clock shadow, shaving cream, etc. If your product is angled towards a hip hop audience, know the terms that the latest rappers use. For plastic surgery, learn and use the latest terminology for trending surgery procedures and products. Align your speech to the target market’s taste of speech. Of course this will ultimately build a sense of trust with the target consumers.

A Brand Needs A Strong Sense Of Trust

A Link Chain That Has The Word Trust Written On ItA good amount of trust is enough to get them in the door, but it’s not enough trust to commit them to be a loyal follower. To achieve this level of trust, a brand must honorably deliver what they say they will. Honestly you can sell whatever you want, if you present it honestly. If a customer knows what they are paying for, and receive it, they will come back for more. If you promised professional service and gave it to the customer unprofessionally, your company will be looked upon with disdain. If you didn’t sell them great service, then you won’t have to live up to it. For example, if you offered them fast service instead, and your service was quick, then your brand aligns with your promise.

Your brand is your promise to your customer. Will they quickly say yes and easily be satisfied with your product? In modern times, people will easily know if you can deliver what your promise, with a simple Google search.

The Trader Joe's Brand

A great example of a promise that a brand makes and delivers to its consumers is the grocery store Trader Joe’s. They have the following promise written in their mission statement:

The mission of Trader Joe’s is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required to make informed buying decisions. We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.

Whenever I goto a Trader Joe’s store, whether its in a rough city, like NY or Chicago, or a country side setting, the staff are almost always friendly, unique, and talkative. The prices are very competitive, and the food is generally good quality. When you bring items back because you may not have liked it, they let you switch it out. No fuss. The staff are super cool there. So their mission statement, or promise of the company, is what they deliver.

I have been shopping there for 15 plus years, and have never had the need to shop at other stores unless I need a more specific product they do not carry. In my personal opinion: They deliver.

Brand Psychology
Relates To Brand Competition

Branding Psychology Graphic With A Little Man Putting A Red Block Into A Square Hole In The Wall
Psychology is a major element in a customers buying decision. There are many factors that get a customer to the purchasing state in a marketing funnel, but the most important element to get a customers choice is branding identity. The identity of the consumer must be aligned with your clients tastes and virtues. If well done research of the personalities and demographics of your clients is done, then your marketing funnel will have the least amount of resistance. If the customers tastes are in your focus niche, then your branding will quickly convert a buyer, and satisfy them as well. When devising a brand, it’s extremely important to realize that there are most likely thousands of competitors in the market, with similar products or services. Due to the extremely high competition in the market place, the only way a company can set itself apart from the competitors is well organized and tight branding. There will already be a cheapest company, a fastest company, a easiest company, etc. With some research and knowing what your business lacks as well as excels in a the key to finding your businesses niche. By understanding your customers and their demographics, your brand can be vibrantly tailored to their specific needs. Charismatic branding built from the demographics will have no substitute. Not even from major corporate conglomerates. Any brand can be made charismatic and attractive. This is the magic of branding and how it will help you.


Why Brand Differentiation Matters

The foundational structure of every brand creation lies on 3 questions that will articulate the exact reasoning for a brand to be created.
  • Who Are You?

    What is your company's name?

  • What Do You Do

    What is it that your company provides? What service or products do your customers seek to get from you?

  • Why Does It Matter?

    What is the reason that you want to do what you do? What problem do you solve for the consumer?

Answers for these questions will create a means for someone to quickly relate to and understand the company in the time it takes to read a couple couple of sentences.

“We are Apple and we provide the best user experience possible through our products. It matters because everything Apple makes, just works.”

This is a clear example of how a company will fix your problems with computers by making them simple. Easy to follow, and easy to choose which to buy. It’s all one their slogan.

“It just works.”

No confusion, no sidetracked messaging. Clear simple and concise.

The minimal elegant style that Apple has embraced all its marketing and products in, has become the branding standard for which all other companies still try to keep up with. Nearly every Windows and Chromebook laptop looks like a replica of designs Apple had made in the previous decade. The box designs for all current laptops and phones, followed suit in the Apple styled minimal packaging. This packaging brought consumers level of awareness to the experience of buying a product, to a much higher standard. Apples branding, has changed the way every company now has to create their devices, on many different levels.

Why Does Branding Matter?

Well the truth is, people want to identify and separate themselves from the ‘average’ groups and categories of people. Into a class or level of higher sophistication than the ’average’ identities of the world. Average doesn’t work anymore. Commodification and the typical road it takes of making everything ‘average’ has become the archenemy of the millennial and post-millennial generations. Branding has changed. ‘Average’ doesn’t qualify anymore.

How to separate and distinguish a brand?

A Picture Frame With A Circle Of Stick Figures In Blue But The Center One Is RedA human characteristic that will always remain buried deep in every soul is tribalism. It has made its way into political affairs, religious divisions and yes, branding. In truth, people relate with tribalism more than any other force in existence. It’s the need to belong to a group. A way to identify oneself to a higher level. A group that just ‘gets it’. People need to separate themselves from the average, but at the same time become intimate and participate with the other people within the group. These brand names become a sort of tribal deity to consumers looking for a strong identity. The best marketers in the world, know and use this knowledge of tribalism. They use it for campaigns for the largest corporations, street brands, religions, and political parties. Whether someone is for or against tribalism, it is something that always has been and always will be a large part of the human psychology.

Finding a less competitive space can greatly increase a brands chance to improve its own market share, as well as identity within the market. Many term this as ‘finding your niche’. A place with a bold clear identity that no one else has claimed. Creativity is the key to attaining this identity, as old business models fear this word, new smaller companies best embrace it. It’s the way to identify their brand, separate it from others, and have a strong sense of tribe. A community to attach to in a world lacking in community. Your brand.

Unity Of Divisions

The Best Tip For Brand Building

I seriously cannot count the number of small businesses I’ve gone to in my life, received low quality service or product, and never returned. Theres only so many times a business can disappoint its customers before they slowly vanish. Mediocre and unspecialized services or products will catch up with a brand in the long run. As an alternative, it’s best to innovate in a select niche and become an expert in it, compared to competing with and following the lead of a hundred other brands in a clustered average space. The leader of a niche will profit, prosper, and gain in notoriety and popularity much quicker than someone whom has services of mediocrity that compete with the rest of the world directly.

How a brand will fit its niche is up to the demographics of the market, and what they would like to listen to and buy. What would the brands community love to have, to see, or like to receive? … Or better yet, what would the communities brand love? Community before brand. Yes your brands community are actually the most important part of your brand, as your brand wouldn’t exist without your community. So be sure to take care of them. This is the best answer to the question, ‘what it takes to build a brand’. A community.

Many Gold White And Blue Spheres And Cubes Falling In A White RoomIn psychology, most people and their character attributes can fit into a stereotype of a square or a circle. A circle being more creative and artistic, and a square being more logical and business orientated. In the fifties the beatniks (artists) even came up with an adjective/noun to describe a business person in a suit, ‘A Square’. This term became so commonly used that even the business men in suits whom were called ‘Squares’ adopted it into their own everyday vocabulary, used as a term for being average or not fun. This term was of course derived from the field of psychology, which used shapes to steer patients through various psychology test.

In stereotypical corporate culture, generally people on the more strategic and statistic side tend exist. Bar-charts and data analytics designed in navy blue and white conquer the day. This is mainly methodology from the right side of the brain.

Then there’s the fashion forward creative in the work environment. The one who loves to bend the rules to fit their dreams of a design. Creativity is a very powerful and coercive element in a brand, and without it, consumers will not want to develop a relationship with brand. The beautiful design is the initial hook that will spur interest in the brand and from that point, possibly convert into a sale. Usually the creatives dream initially sounds great, but unless strategic maps are laid out, the creative can endlessly wander in a dream without strategic direction. Although there’s a chance the dream could make it and work out well, the strategist realizes the chances are quite low without the strategy and analytics that are required to reach the goal. This collaboration between the strategic and creative departments of a company will create the necessary unity for a brand to work. Without a strong link between creativity and analytics, a brand will more likely than not, lose to the brands that have this unity within them.

For references or examples of this phenomena happening in history, the technology industry has a million examples. Whether it’s Microsoft, Apple, FaceBook, eBay, PayPal, Amazon or any of the others. All these companies had and have analytical and creative unity.

Fashion And Creative Branding

Many companies and creative ventures have become extremely collaborative, in branding. Many different contributors make a small part of the big picture. They all specialize in their particular part in an orchestra of unison, to get the finished product released. The more harmonious these separate parts work together, the more beautifully, successfully, and quickly these projects will be done. In history, all the large objects of beauty have always been huge collaborative efforts. Such as the Roman Cathedrals, German Castles, and the Pyramids. Ironically, the mysteries of the Pyramids tend to be more focused on how the collaborative effort built the pyramid, than the actual objects themselves.

In fashion in particular, the limited edition collaborative projects have been extremely successful, and the most creative spirits have successfully been marketed on huge scale. Most of the recent top designers have had a huge amount of this ability, ie Matthew Williamson of Alyx being hired for Givenchy, Virgil Abloh of Off-White being hired for Louis Vuitton, and Takashi Murakami also doing Louis Vuitton. It’s not only with fashion, but on all sorts of different business ventures. Collaboration is the key to successful services and products.

There are three ways that branding can be applied to a company. Through hiring an outsourced and personally owned design team, that will take care of all the branding and marketing needs of the company. This is basically called an Advertising Agency. The second is a Marketing Agency. They will find all the specific specialists for the company and organize and manage the duties of creating marketing and branding campaigns. The best and last is by having an internal Marketing Department within the company. Therefore all creative and inspiration will be contained and managed personally, by the company, which could develop into a great asset. But it all will depend on how well the statistics and creative sections of the company will cooperate. If cooperation is not well managed, then the end result will more than likely end up very bland and uninspired. Unfortunately this is the state of most companies that currently exist, but if properly setup from the get-go, it will show and elevate a companies branding and marketing to a higher plateau. It will clearly show to the consumers, and produce much greater results.

Making Your Brand A Pioneer In Its Field

Innovative Branding Increases Awareness

Separate Your Brand From The Crowds

Design is the hook to invoke emotion in a viewer. Essentially a hook to grab attention in an immediate duration of time. Strategy is an amazing tool to complement a good design. People have instantaneous reactions to a good design, immediately feeling and understanding the mood of a design. This can incite interest in looking into the content as well as committing a striking brand into the memory of the viewer.

When I go back through my memory of the generations I’ve lived through, I recollect all the trends that had happened during those periods. Whether it may have been the tight pants in the mid 2000’s, and the MySpace accounts that synced with them. Or the trucker hats of the early 2000’s that came with the Friendster accounts. The Orange pants and Spiewak Jackets in NYC in 1997 ( I applaud and love you if you remember that one), that has had a resurgence in the past few years. Or the colored hair in the early 90’s that also had a resurgence in pop culture. With branding there have been certain trends that have also followed in synchronicity with the fashion trends, as they always work hand in hand with each other.

Anyways, to the point of the topic, before we get distracted with nostalgia. These trends were generally had a initial coming where interest in the new trend started to ramp up. Generally the trends would start as a backlash or a rebellion against a previous trend. People had become so tired of seeing the same thing for so long, that they desired the opposite, because the trend before had become so status quo, that no one would even blink at the trend. The people who initiate the trends are the people who do the unthinkable. The true innovators. They are sometimes called mad men, thought of as being too ‘crazy’. And honestly, I believe they truly want this. They have a gut instinct about themselves and what they want to do, and they do it. Regardless of the status quo’s disapproval. They are the innovators.

All fields contain these types of people. Whether it’s Steve Jobs of the Tech industry, Blondie of the downtown NYC music scene, George Trump of IBM branding fame, Karl Lagerfeld of all the high fashion labels, Andy Warhol and Basquiat of the art world, or any other innovators. Even though they all had incredible pushback about their stylistic vision that were ahead of the times, everyone ended up following those visions.

Thinking outside the box. If you have this unique personality trait, it’s best to take this precognition of trends and use this in your company’s branding. Or, hire a person or company, that does.

How To Name A Brand

If the name of your brand hasn’t yet been decided, there are a few factors to consider before deciding on the name. The name must distinctive and memorable. So if the name has a ring and you like it, do a Google search and see how much competition is out there for that name. Ironically, for example, is the name Pioneer. Do a search under Google for the brand name ‘Pioneer’. As you can see, that’s clearly a name that no one should use. There are a million companies that call themselves Pioneer. Everything from mom and pop dry cleaners to huge Japanese electronics corporations.

It’s usually good to have a brief, easy to say name. Something that has a good flow and doesn’t tongue twist when it’s said. Also make sure spelling it isn’t difficult for the target language. French names are usually difficult in English, so it may be cool but Google Searches won’t help your customers find you.

If the name has made it past these steps, ask a few people who work in your marketplace, and you trust, to see how they feel about the name. They will quickly dismiss the name if its not relevant to the marketplace your business is in.

The next step is to make sure the url is available. Using a .com is always the best, but if you may have the option of using .nyc if you reside there and wanna pay the extra cash, go for it. Although the SERPs may eventually not o quite as well in your favor if someone else already has the .com version of the name.

The last part is to trademark, Incorporate and make sure there are no other brands that already own the name.

The Consumer Appeal Of Brand Packaging

Now the overall packaging is a step that poorly branded companies usually miss. Having a product bought from a perfectly branded website, with amazing graphics, sent to the customer in dirty cardboard repackaged ice cream sandwich box is the fastest way to have a customer never come back again. Charge a couple of dollar extra, into the base price, and package your products well. Also in services based business, all letter head and envelopes, invoices etc should be properly branded. It will add a sense of professionalism that customers will be willing to pay extra for. Extra money for the service of professionals is what creates a higher return on investment.

In summary, if your brand is a symbol of professional art with an aura of creativity, then you have stimulated the most important senses of human nature. Interest. If the brand provides consistent content, satisfied customers, and well done products or services, then you’re more than half way to becoming very successful.

To Validate A Brand

Raising Brand Awareness in 2023

Marketing is the way a brand communicates it’s messages in a uni-directional manner. It’s designed from an old mindset mechanism that believes there will not be a dialogue, only a monologue. A sense of ‘You will Buy What We Have To Sell And The Process Will Loop’, is what companies have been marketing and had believed in for multiple generations. Occasionally, if you were a lucky consumer, a company looking to satisfy customers and make their service quality higher would physically Mail out questionnaires for customers to fill. If you had issues with the brand, you could call non-fluent customer service reps from foreign countries who would answer phone calls from disgruntled customers to try to settle problems with service or products.

Unfortunately in my generation, Generation-X, this caused a lot of mistrust in large corporations due to the low level of customer respect generally given from most companies. Buying a product or service usually meant mental warfare and disappointment with the company if the service was poor or the products malfunctioned. And the product we’re usually malfunctioning and the service was usually poor. Because the marketing dialogue was a monologue. ‘Buy what we sell, but don’t talk back, because we can’t hear your problems’, was the undertones of the marketing campaigns.

Luckily the 2000’s came, or the the Millennial generation. Social media, Yelp, Youtube and Google Keywords became the mass format for communication. Reviews and how-to-videos would clearly explain the pros and cons of the companies, and the companies needed to reply back. Otherwise the public would verbally burn them down. Year by year dependencies on social reviews become more powerful. With the recent never ending political drama and pandemic concerns, companies are finally turning to providing good service and well branded messages and products. The level of taste of the average consumer has greatly risen since the nineties. Other wise the social feedback could be the downfall of a brand. It has become a dialogue, where a question is asked, and the company responds quickly. With chat, the customers have instantaneous gratification of being helped. Otherwise, in mere matter of minutes, they will write a negative review on Yelp, Google, or one of the many review sites online.

There are 2 directions a company could head with this particular complication.

A- If the company doesn’t think it needs to worry to much, then the complaints can be left unanswered. This is better than a derogatory approach to the consumers leaving bad reviews, but will still result in cumulative bad reviews. This will greatly damage the brand reputation, which means income will keep getting lower, not higher. Especially with the dependency millennials have on rating sites these days.

B- If the company is looking to improve their service, this will actually serve as a merit to reach the level of innovation that a professional would require. All that’s needed is to respond to and help with the negative feedback, collect the data of the calls and make statistical lists of the areas that need improvement. This service can be outsourced with a risk of being ‘semi professional’, but this is still better than alternative A. With option B, eventually ratings will increase and income with grow.

In branding, quality is 10 times more important compared to quantity. If you have a few really strong web pages as opposed to a 100 mediocre ones, it will make people more attracted to the brand. Even a single page with an extremely well researched topic, that has been focused at a focused goal, will produce a very strong brand presence. From there the design will organically repeat again for other topics. Just be sure to focus on making your content on every page, better than your competitors. If they rank in the Google serps, then do it better than them. If they give amazing tips on a subject, give the same and more. Persistence and quality is the key. Making low quality but high quantity alone is a trip into a rabbit hole, no return but a ton of time invested.

Developing Your Brand With Time And Cultivation

Once the brand has been set. When the layout, feeling, and mood of the brand has been put in place. The mission statement, vision, goals, competitors, and obstacles have been carefully analyzed and strategically implemented into the brand design. It’s time to think about how the brand will develop. How and where will it go and grow.

If done correctly, the brand can develop into an animated enigma. When it is given the right development, care, and soil, the brand can grow in ways that will completely entice and entertain the audience. Once brands develop into these moving organisms, everyone wants to participate. Regardless of the fee to enter. Hi level work staff will knock on the doors seeking work. Wealthy individuals will gladly hand over their earnings in exchange for the well branded products and service. The middle class will save their earnings to join the story in exchange for the fee. Cost does not matter. The brand you’ve designed, and the trust it has established with the consumer, will blossom its beautiful flowers. Consumers will want to dance in its presence, and all that’s needed from this point, is the cultivation.

Whenever someone contributes to the creation of something that goes into brand, it should be of utmost importance to consider if the possible outcomes of the contribution will be beneficial to the brand, or could it possibly dimension the brands reputation. The larger a brand gets, the more fragile the credibility will be. If the brand contains a scent of scandal, then the public will tear the brand into shreds. It’s best to provide truly positive messaging, as this can creat a padded layer for when the times of social scandal come. And they always will, just be sure to pad the brand in anyway possible.

Collaboration with other contributors, or allied ventures with like-minded brands, can be very beneficial to both parties. This trend seems to be at the center of many successful brands recently. When these collaborations do happen, it’s still very important for the brands to retain its brand presence and consistency. Some companies have CBO’s, or Chief Branding Officer, to lead the brand from within the company. The CBO communicates a clear, concise brand explanation to each of the brand contributors and collaborators. If the company is a smaller outfit then a clear brand doctrine and branding book must be prepared and shown to each new contributor.

To be completely honest, undergoing a brand project is a big task. It takes time, focus, and constant work to build and strengthen. That’s why the service is usually outsourced. Otherwise a company usually needs to have a marketing team to accomplish. If the business is smaller, the more direct approach of doing it yourself could also work, but be sure you have the extra time to devote yourself to this. Many new business owners with small budgets do this, but a brand will be extremely hard to develop if the brand was compiled together with various templates from different page builders (which I have great a recommendation of coming soon), different email builders, or what not. Following the branding of professionally made templates will be even more time consuming. But with perseverance, and passion, anything can be done. Keep up the good work, and subscribe to the blog to get great tips on making your digital business happen.

Ethan D. Miller

Owner And Chief Operator of

Related Branding Statistics

The top four reasons that consumers are loyal to a brand are quality, consistency, cost, and experience

1. The top four reasons that consumers are loyal to a brand are quality, consistency, cost, and experience.

According to a survey ran by Facebook, 15,000 consumers indicated that these are the four most common denominators of why customers return and stay with a brand. The research has shown that consumers desire affordable yet higher quality products that give the user a consistent experience with a brand.

(Source Facebook)

Brand Career Hiring Percentages

2. Ranked from highest to lowest, the top 3 investments for time and money spent for growing an employer brand are: Social media at 47% growth, company career website at 21%, and marketing and advertising at 12% growth.

Almost half of all recruiters recognize the importance of social media in creating a positive company image. Potential new hires use Facebook, LinkedIn, and Instagram to get to know an employer before applying for a job, so pay attention to the social media, marketing, and advertising growth the brand is messaging.

(Source Jobvite)

89% Of Consumers Trust Your Brand If You Share Their Values

3. For 89% of shoppers, if a brand shares their own values they will stay loyal to the brand and purchase again.

Why is brand value important? Because 56% of consumers stay loyal to brands that “get them,” and 89% of customers are loyal to brands that share their values. If the core values of your brand align with your customers values, you can count on them to come back to your products and services.

(Source Fundera)


Ethan D Miller

Ethan D Miller

Born in California, raised in NYC and lived in Japan for 5 years. UIUX Design and Web Design are his specialties. He loves using his cultured taste to design sites that appeal to hi-scale marketplaces.

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Related Voice Search Statistics

1. The top four reasons that consumers are loyal to a brand are quality, consistency, cost, and experience.

The top four reasons that consumers are loyal to a brand are quality, consistency, cost, and experience
According to a survey ran by Facebook, 15,000 consumers indicated that these are the four most common denominators of why customers return and stay with a brand. The research has shown that consumers desire affordable yet higher quality products that give the user  a consistent experience with a brand.

(Source Facebook)

2. Ranked from highest to lowest, the top 3 investments for time and money spent for growing an employer brand are: Social media at 47% growth, company career website at 21%, and marketing and advertising at 12% growth.

Brand Career Hiring Percentages
Almost half of all recruiters recognize the importance of social media in creating a positive company image. Potential new hires use Facebook, LinkedIn, and Instagram to get to know an employer before applying for a job, so pay attention to the social media, marketing, and advertising growth the brand is messaging.

(Source Jobvite)

For 89% of shoppers, if  a brand shares their own values they will stay loyal to the brand and purchase again.

89% Of Consumers Trust Your Brand If You Share Their Values
Why is brand value important? Because 56% of consumers stay loyal to brands that “get them,” and 89% of customers are loyal to brands that share their values. If the core values of your brand align with your customers values, you can count on them to come back to your products and services.

(Source Fundera)

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