Branding 101
Picture your favorite brand. Got it? Now, is it just their logo you love, or is it how they make you feel? Maybe it’s their witty Instagram captions, their dreamy packaging,or the way they’ve nailed making ordinary moments extraordinary—like Swiggy and Zomato turning a food delivery notification into the highlight of your day with their playful tone.
That, dear reader, is branding. And no, it’s not just for billion-dollar companies with Super Bowl ads. Whether you’re a one-person show selling homemade pickles or the proud owner of a thriving D2C brand, branding matters.
So, What Is Branding Anyway?
Think of branding as the gut feeling someone has when they come across your business. As Martin Neumeier puts it, “A brand is not what you say it is—it’s what they say it is.” It’s the story you tell, the values you embody, and the experience you create, far beyond just visuals like logos or colors. Branding is woven into every touchpoint—from how you greet your customers to the way your products make them feel and even how your team represents your business.
In 2025, branding isn’t about perfection; it’s about connection. People want brands that feel real. Think about Coco-Cola their campaigns often revolve around nostalgia and shared experiences, making their branding feel personal and inclusive, or Ritz-Carlton for its luxurious experiences that focus on creating meaningful, timeless connections with guests.
Why Should You Care About Branding?
Branding is what makes people trust you, remember you, and maybe even fangirl over you a little. Here’s why it’s a big deal in 2025:
Trust Is the New Currency:
Building this trust means going beyond selling—it’s about creating a connection. For example, skincare brands like Drunk Elephant thrive because they offer transparency, clean ingredients, and science-backed claims, making customers feel safe and valued. Trust like this translates into customer loyalty and higher lifetime value.
Stand Out in the Crowd:
In a crowded market, where countless brands are vying for attention, it’s essential to have a distinctive identity that grabs consumers' interest. Without it, your business risks getting lost in the noise. This is where storytelling and a strong brand narrative come in. For example, Apple didn’t just sell phones—they crafted a story around innovation, design, and simplicity, elevating their products into a cultural phenomenon.
Turn Customers Into Fans:
Communities drive brands forward. Studies show that customers with an emotional connection to a brand have a 306% higher lifetime value. Take Rhode, for example—by combining vibrant campaigns, influencer partnerships, and a relatable tone, they’ve built a community that sees them as more than just a skincare brand. Their fans double as ambassadors, amplifying their reach organically. Or Take Skims, when a celebrity is trending, Skims is right there, making sure their product is part of the conversation. This creates an organic buzz, helping them build a loyal community that feels connected to both the brand and the celebrities they admire.
Branding in 2025
Branding isn’t just about how you look; it’s about how you make people feel. Here’s what’s trending:
- Digital-First Everything:
In today’s world, a brand’s digital presence often creates the first impression. From social media to e-commerce listings, every online interaction helps shape your identity and connect with customers. Whether it’s a witty Instagram post, a visually cohesive grid, or even a clever app notification, digital-first branding is how you grab attention and stay memorable. For instance, Zomato’s quirky app notifications have become a benchmark for how brands can engage and create connections effortlessly in the digital space.
- Feel-All-the-Feels Branding:
The best brands evoke emotions that go beyond the product itself. Whether it’s nostalgia, pride, or joy, emotional connections make your brand more relatable and memorable. This approach allows you to create a deeper bond with customers, making them come back for more. For example, Nike blends inspiring stories with their products to make each purchase feel like a step toward empowerment and self-expression.
- Purpose Over Perfection:
Today’s consumers care about what you stand for as much as what you sell. Your values and purpose add meaning to your brand and resonate with people who share those beliefs. Whether it’s sustainability, supporting local communities, or ethical production, showing that your business cares about more than just profit helps you connect with conscious customers. TOMS exemplifies this by embedding purpose into their business model with initiatives like their "One for One" program, where every purchase directly supports a cause—be it donating shoes, improving access to clean water, or funding mental health programs.
Branding isn’t rocket science (thankfully), but it’s also not just about picking a font and calling it a day. It’s your chance to connect with people, stand out, and maybe even have a little fun along the way.
Shubham Harish
