What is Branding?

What is Branding? “Branding is the art of differentiation.”–David Brier @risingabovethenoise Though I’d been doing brand identity work for some time, I’d never researched it more until recently, and especially when I decided to rebrand ARTLABkma. Early last year I’d heard David Brier on a podcast, and his definition of branding really stood out to me. How do great brands accomplish this? How do you create a brand that truly stands out, one that has built loyalty?

To understand branding and brand identity, what is a brand? 
Branding is a set of marketing and communication methods that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers. (Wikipedia)

A brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising. (Wikipedia)

“Determine who you are and what your brand is, and what you’re not. The rest of it is just a lot of noise.”–Chef Geoffrey Zakarian 

“You have to stay true to your heritage; that’s what your brand is about.”–Alice Temperley 

“Stay true to your values. That’s why you were a success in the first place, and that’s how you make incredible things happen.”–Rafe Offer