The Millennial generation embraces tattoos as a preferred form
of personal branding. Is a tattoo branding or simply a form of expression?

Where does branding begin and what exactly is branding?

I get questions like this frequently. “What is branding?” and “What’s the difference between branding and a logo?” The answer I give about logos is that the logo is a part of the brand – a symbolic representation. Branding itself is a lofty concept.

Here’s the Wikipedia definition of brand: The name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers. The term is a reference to livestock branding, which was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot branding iron.

Branding is much like a puzzle. When enough pieces fit together, we start to see the whole picture. The logo is a corner piece of the puzzle – one of the pieces to use as a foundation. When we combine the logo with other pieces, not only can we begin to see the brand, we can convey the brand essence.

When brand building is done well, people can become quite fond of the brand experience – trusting and believing in the brand promise. For a new product or company, building a brand is akin to establishing a reputation. It can help nourish a successful business campaign or deplete its momentum when branding efforts are faulty or inconsistent.

Disney and Starbucks are perfect examples of great brands that deliver on the promise.  Disney is one of many entertainment companies and Starbucks is one of many coffee brands. Yet, when we consider either of these two entities, it’s easy to forget their competitors. With these brands, we know exactly what they stand for, what they promise and how they deliver on the promise. Each of their respective puzzles is rather complete.

Here’s a list of puzzle pieces that make up a brand:
Vision
Meaning
Authenticity
Differentiation
Coherence
Flexibility
Sustainability
Commitment
Value

If you think that only large companies can build great brands, you’re mistaken. Anyone can build a successful brand if they’re committed to the act of putting the puzzle pieces together. It’s not complicated. It just takes focus, determination, and an occasional glimpse at the front of the box