What Is Branding? 4 Minute Crash Course.
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- เผยแพร่เมื่อ 1 พ.ค. 2024
- What is branding? A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result-it's a person's gut feeling about a product, service or company. It's in their heads and in their hearts. A brand is your reputation.
Listen to the whole talk on our podcast
thefutur.com/podcast/073-deep...
Check out the full conversation with Marty here: • What is Branding? A de...
Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands.
"Your brand isn’t what you say it is. It’s what they say it is."
www.martyneumeier.com/
Books by Marty Neumeier
The Brand Gap - amzn.to/2Q26Kh4
Zag - amzn.to/2M2dwly
The Designful Company - amzn.to/2r24ttz
Metaskills - amzn.to/2Z8GJAR
The 46 Rules Of Genius - amzn.to/34vpHO8
The Brand Flip - amzn.to/35AJf4Y
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Host- Chris Do
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"A brand is a customer's gut feeling about a product, service or company." I have been wondering what brand really is and here I finally got the answer! Thanks Chris!
You’re very welcome
@@thefutur how is 'brand' different to 'positioning' ?
@@pratikshitvajpayee973 I think positioning is the activity you control so that the customer gets that desired gut feeling you want them to have about the company, product or service
@@winstonwilkins thank you!
@@pratikshitvajpayee973 To expand on what @Winston Wilkins said, positioning is about what you do compared to your competitors, and how your customers perceive that. It's that gut feeling your customer has: "Pratikshit is for people who really care about the environment, but Winston is about pure cold professionalism."
In short: Branding is just about you, positioning is about you compared to your competitors. :)
Seriously, I wish everyone a successful year
you too.
This didn't age well...
Hopefully yours is going fantastic
Thank you you too :)
🤟🏼🤟🏼
I love how he starts with what branding isn't, it actually helps a lot with understanding the vastness of branding as a whole
THIS!!!! that way it was clearer to understand what brand IS
Thank you @SullivanStanley for that valuable input
That way of explaining is called mostly the inversion principle or the negative formulation explanation (I coined the second term)
Now I think that it is a really powerful tool to explain something broad to someone, like What is God?
I am using the feedback sandwich method, Thank you Dr Amrita Kohli for teaching me that
This might be one of the best 4 minutes conversations on branding I've seen. I have a brand design agency and this is just everything we have been wanting to say. Thank you for this value...
This 4 minute video just fundamentally changed the way I look at branding. So often I am trying to explain branding to clients as a thing that you do and it has never resonated with them. Looking at branding as a result vs a process is exactly what I have been trying to get across to my clients but never could. Awesome stuff.
This video provides a much-needed clarification on what branding truly means. It's not just a logo or a product, but it's the customer's gut feeling about a company, product, or service. Marty's perspective on branding as a result, rather than a process, sheds light on the importance of creating a strong reputation that resonates with customers. As a designer, it's essential to understand that branding encompasses almost all aspects of a business, from the messaging to the culture and employee behavior. This video is a must-watch for anyone who wants to understand branding beyond just surface-level visuals.
I'm taking a course (wedding and event field) and the speaker mentioned his book "The Brand Gap". I was having a challenge understanding what Branding is so I put the question in the TH-cam search engine and your video was at the top. Now I have the author's name to the title of the book. Thank you Mr. Marty for elaborating what a brand is, AND what it is not. And thank you, Futur, for having him on as a guest.
The Brand Gap has been one of the most insightful and useful on branding I've read. The man doesn't just speak brand, he embodies it in his work. Great clip, thank you!
You should make a video on personal branding. As a Graduate (like myself), I find this to so important if you want to do work you love.
what do you want to know?
@@thefutur where to start and set the next step after
How does one approach the company you really want to work for. What is the best way to WOW them, per se?
Thanks for responding
Wafiq Essop man, sorry for the brain hiccup. I thought I was replying in the main thread. Didn’t mean to hijack your post. My bad.
So truen branding is so important for any type of brand. That's why I started my business and youtube channel as well, because there is definately a need.
thank you, I'm currently doing some search on branding, whilst creating a brand at the same time. this video was most definitely informative and packed with a lot of information. I had my pen and pad ready. Thank you once again
- Branding is often confused with logo design, identity design, and typography.
- Branding is not just a logo; it's not the product itself; it's not merely a promise made by a company; and it's not the sum of impressions a company makes.
- A brand is the result of customers' perceptions and feelings about a product, service, or company; it resides in their hearts and minds.
- Each individual customer forms a unique brand perception, contributing to the overall reputation of the business.
- Branding involves creating a reputation through products, design, messaging, culture, and employee behavior, impacting various aspects of a company, with almost everyone in the company influencing the brand in some way.
4 minutes , 4 freaken minutes is all it took to change my entire perspective of a brand and possibly start one of the most successful business in my time, It took me 4 minutes to stop questioning 3 years of hard work and now you have saved me a millions worth of work and a fortune of money. Thank you, That is my motto from now on
Apart from what I came here for, I see the cinematography of the discussion. Mr Neumeier sits on a warm background (yellow), while Chris sits on a cold background (cyan). These are complementary colours and they create contrast. When both of you are in the same scene, the background is white, neutral.
Something else I noticed is that in Marty's close up, he is framed in the right portion of the image and he looks to the left, exactly as he does in the scene when both of you are visible. Chris does the opposite.
Good work guys!
we are following the 180 eyeline rule of cinematography as to not confuse our audience. Marty told us his favorite color is yellow minutes before going live, so we obliged.
@@thefutur could you be kind enough to show how you did the blue lighting setup? I noticed a kind of 'Tent' structure over the blue light. Great Video!!
I love the bokeh behind Chris, suggesting a light tone and openness. In the reverse , the warm light to the left of Mr. Neumeier represents his mind blasting Chris with wisdom.
Thanks for the documented reaction, apart from what I came for and what I learned from this video, this taught me alot too! Much appreciated!
@@ChrisLeRose Genius.
The way Marty articulated what a brand is was magical. I read his books and to hear it in his voice really cemented things.
I like Jeff bezos definition. Your brand is what people say about you when you're not in the room.
This less than 4 min video taught me exactly what i needed to know about what branding is while lecturers in university couldn't. Thank you. Time to watch the deep dive version of this.
the most beautiful brand definition I've ever heard. A brand is truly in your mind!
I rarely comment on videos on YT, but Chris & The Futur team, you have made me do that.
Amazing content, as usual. Although these concepts could be applied to basically any entrepreneurial setup, it would be so great to see content in your channel for other creative professionals like myself (a musician). Could be about business, marketing, managing socials, branding etc.
Once again, thanks so much guys. I honestly, truly appreciate The Futur's intent & content..
Happy new year.. :)
"Let's start with what it's NOT." Exactly. I hope this is the biggest takeaway your viewers have from this. Focus on the result. Incredible video, guys!
When building a brand, the definitions in this video serve as benchmarks for the company's value. Thank you for creating it.
To think of thousands or millions of branding experiences rather than a single brand that you shape and present to the world is a powerful reframing. Thank you for that. It’s an interesting switch to think of branding as an individual experience, or a reputation.
Thank you for simplified and honest video. It has gotten out of hand and is so confusing. This is exactly what i needed to hear.
"Brand is an entire world." and not the individual elements only. Love this.
Sara Ledra a lot of sales are coming from branding.
Mainly lead generation is from branding.
Exactly my thoughts
Absolutely! Brands are everywhere, and the complexities make them fascinating.
Its great to start the year learning from you. Thanks and Have a Blessed Year!!
Spot on with the true definition. As far as the work branding involves a lot of selling. Not just to clients but to your boss. Many of them will fight tooth and nail to resist change.
Thank you so much Chris and Futur team!
today I truly understand the main concept of branding thanks sir Marty Neumeier
Thank you for putting this video out today. I am an entrepreneur based in Johannesburg, South Africa, I never miss your whiteboard classes and training videos. Hope you and your team have a happy new year and may the Lord bless you all :)
Thank you. happy new year.
You are South African
I am Nigerian
Wonderful breakdown this is!! I’m looking forward to more videos on how to convince businesses to buy into our similar gut feelings as creatives. Thanks so much Chris. Thanks so much Marty
Sometime people love the brand but they never have a chance to use them, Rolls royce, Ferrari, SpaceX. Marty's explanation should be the best definition about branding.
Solid insight! To me, branding is really all about the emotions and perceptions of the market towards a product or service.
2:38 Damn! He is so right. Just a while ago, a team member gave me a literal checklist of designs and called it branding. Most of us get branding so wrong, imagine most of us being right at it, how would our surroundings change then!
As a designer i learn a lot from this channel, Thank you very much!
re-watching this, is really good to re-focus.
It is so easy to think from a selfish point of view, that you are putting out your idea of the brand to the world & forget that the brand is the idea each individual has of you in their mind :)
Thank you for sharing this. As a web designer I look at branding as the suit I am putting on a client.
The colours and style of the suit are my typeface and colours.
The accessories that go around it (cufflinks, pocket square, tie pin) are the wow elements in how you make your design different and stand out.
How it all gels in (shirt is tucked in, the proper amount of sleeve showing, length of tie etc) is the functionality.
We dress them up for the job they want and that is where branding ends for me.
The rest is up to the client on how they carry themselves in the interview (when getting customers)
I like that! Great suit metaphor! And I believe a strong brand isn't just how it looks and site functions. But deeper stuff too like the archetypes, values, story, personality, mission behind it. Which should inform everything it expresses, including the copy and even visual choices like colors, logo, fonts, photos. Just like at a job interview someone's suit could be important but even more important is their words, energy, personality, values, skills.
A Brand is ...
• Customer's gut feeling about a product
• Reputation
• What have we created
• Everyone in the company affects the brand
3 years over and this information is soo vital ❤
It takes a genius to make a complex subject easy. Thanks Chris and especially to Marty
Glad you enjoyed it
Everything has been detailed
Thank you for this gold source of material.
Yes, simple and straight to the point, thank you😍✨👏🙏
Thank you, Chris, for opening doors that we would, otherwise, not. Just starting to skim through the top books that you recommended and I feel all what I've learnt and experienced needs to be seen again through a new lens. Keep up the good work. Thanks again.
thanks! keep reading and rewatch. your perspective might shift each time.
This video deserves a billion views or two at least. I like the fact that Marty Neumeier's perspective on branding transcends economies of nations. What I mean is, people in developing economies can take his advice, as well as those in stronger economies. Why I say this, is because of the quality of operating environment that differs from one country to another.
I once read about a lady who makes $400 weekly in the US and she complained of being broke. I was like what???? In Nigeria my home country, convert $400 to Naira and you have a 6-figure income weekly. Imagine what one's understanding of branding would be in such an environment, compared to an environment in the Western world. . . . . That's why I see Neumeier's perspective as relatable in different economies of nations (in my opinion).
we agree.
I love how short and straight forward the video is
The brand IS an impression. Because impressions ARE RESULTS - AND - the impression is the feeling you get about something or somebody.
We even say the phrase “They didn’t impress me” when somebody doesn’t sit well in our minds or hearts.
So, yes, brands are ALL about impressions. I buy brands because they IMPRESS me. Also, branding even means “to impress upon” evidenced in its own etymology.
I think we are using two different definitions of impressions. Impressions in this dialogue is meant to refer to number of instances or copies that are made. Advertisers sell impressions. How many people look at something.
GREAT observation, Chris!
Thanks heaps for this explanation. I didn't expect myself to be learning stuff only ten minutes before the new year so I hope you guys over the ocean have a happy new year!
Good start.
Wow, this is the first time I see a Vietnamese subtitle on the Futur video, I love this
Oh and Happy New Year!! Wishing you a great successful year ahead.
Branding explained simply. Thank you Chris
A lot about branding is just less than 4 minutes! Thanks for sharing!
A Brand it's a story we tell, what we stand for, a promise we are making for the people we are seeking to help. And a sum of all of this thinks is a RESULT we deliver and a REPUTATION the customers have about us in their head and heart. And most important our Brand affect the culture of our company so much. Everyone inside of the organization must understand this.
Really love this channel. And I just move to UK during this pandemic almost two month. I am working to bring a Project where I want to help non English learners to learn English. And for that I am studying marketing by myself and I have one friend of my who work for Microsoft to guide me and for accountability.
Know I know you guys offer learning course on the the futur. Im wonder this one:
Do you offer Marketing course too? Marketing is something I want to Master in this three year I am gonna stay here in England. I love Portugal (Lisbon) and iam gonna go back before this three years and live there. Portugal is beautiful so the only thing who bring me here is to study english to create my business and of course Study Marketing because I know is gonna help me with my project. So I am wondering if you offer this one on Marketing.
And just to say this I really love the work you guys are doing and because of The good father Seth Godin Iam here. As he use to say! When you don't have a mentor find your and study them. By studying everything about Seth I found Chris Do your too Ahahah... So true this Mind and philosophy 👌🏿
This is the BEST DEFINITION ON THE WHOLE WIDE INTERNET ❤❤
This was the best answer to my question. Thank you.
What a great breakdown this was about exactly WHAT branding is, but also what branding isn't! Thanks Chris and Marty!
This is pure gold! Thanks a lot!
i find it really interesting to analogue this to the way musicians creatively brand themselves. just like in point 1 where the employees and their behaviour are part of the brand - if you think about it for music, an artists fanbase becomes representative of their brand. if you think of an artist it's hard not to instinctively start thinking about the kind of people who listen to their music and associate that with your perception of the artist.
Interesting point about musician's fan base. I guess it does become part of the company culture and reputation and thus part of the brand. Lady Gaga's fanbase is I think called "little monsters." Taylor Swift has "swifties." Many TH-cam channels also have names for their fans like say Mr. Kate's fanbase are "creative weirdos." Not sure why this example comes to mind but I guess the Brony conventions I heard of is a brand (?) and its whole brand is about its fanbase culture (Bronies: adults who love watching My Little Ponies).
Excellent explanation. Clear, wise, true. Thanks Chris for bringing this to me :) happy new decade
Thanks. 2020 will be amazing.
who the hell clicks disklikes?? this guy is the father of branding, branding is what he says it is.
Nice interview, this was saved to share , short & sweet !
It's what makes you / your company unique. The unique differentiating factor.
Best way I understood branding. Think of Disney.
When you think of Disney most people associate values creativity family fun colour joy etc. a feeling of what the companys reputation is.
This is so on point! Good stuff as always!
Powerful teaching. Short and Memorable
Thanks For This Little Course!
For most of us 60 and above, the word "brand" was 1st introduced to us in the form of products. For example, there were the cold cereal brands-- Kellogg's, Post, General Mills and so forth. It's just that the meaning of the word has evolved.
Thank you Chris for bringing this talk close to us
This was good. Clear and easily understood. Thanks.
Wow that is cool. Never thought of branding in that way but it totally makes sense. Thanks Marty N. and Futur, that really helped me out!
We live to learn new stuffs
The first video of the year! Thanks for the summary. Have a Fantabulous New Year!
happy new year.
Even after four years, this video still holds value for me. Thanks Chris!
Great to hear!
I see branding as the unique universe of a company. It is designed and constructed by a set of 'laws' that govern the consistent truth communicated to customers. When something is "off brand," it is due to an incompatibility or inconsistency with the brand's predefined reality. This lack of brand integrity inspires distrust in the market and results in lost sales.
I couldn'tve heard something so well described as this. Thank you so much!
“A brand is an idea attached to a name.” ~ Bill Schley
I am 100% Thankful for this video. I have tried to explain this to some business people I know, but they just dont get it.
I'm so addicted to your content. Love it! I had one question but I forgot it, so see you under another video haha 😀 Happy New Year
Happy new year! 🎉🎊
I think he himself said that what he was talking about was reputation. I think that branding as a process is what you do to achieve that sense in your customers. the brand in the identity model is made of identity (what you think of yourself), image (what you try to say about yourself) and reputation (what people think of you).
Marty mixes up the terms Marketing and Branding, although they blended over the years it isn't the same. Branding derived from marking the kettle that belongs to you so you claim the product, therefor you have intitials/mark/logo. So lets put it on visual communication on your product and not what is created around it.
Marketing is putting your product into a market and create and communicate a sub-conscious value in the mind of the customer/consumer around the product. The branding is a part of the identity (why it exists), and without the (exclusivity for all) image created around it people will probably don't have any belonging to it in capitalism system.
Best example is to look to Levi's history as it derived from there as they were losing the patent on their use of rivets and distinguish themselves again. Branding is the rivets, button, leatherpatch, arc stitching, red tab, 'dollar bill' and the hangtag with the price of the product on it. The marketing is the communication of promises made by the company to convince them to buy it. So think about the old banners and look into the commercials over the years (Nick Kamen and the Spacecowboy riding on his motorcycle picking up the women from a stockbroker-department full of men in suits)
You know, I guess an interesting addition to the conversation would be the definition of the process of branding to build the brand. So if a brand is a result, branding is a process. And to me the process of branding is generating consensus among everyone who is the representative of a company, about what the customer perception (the result, that is, the brand) should be, and then enforcing people act according to these standards so that the Brand is built. And I should add, it's not an easy thing aligning the perceptions of so many people who represent a company (from customer support attendant to CEO) AND have them act it out in a manner it results in a Brand, however when an organization manages to achieve it, it's one of the most powerful leveraging tools for a business.
You gave me flashbacks. I used to work for a toy company and the staff and boss were so unwilling to build our brand. I had to pay out of pocket for a website, new buyers were complaining, our business card used a font more suitable for a sheriff, I can go on. I still do branding but now it's for my own business. That was the first time in my life I ever felt the money wasn't worth it.
i really appreciated and convinced the Expert Explanation of BRANDING.
branding reflect in the mind of the customers
Wonderfull video to watch on the end of 2019.
Wishing you Happy New Year
Happy new year
nithin soman it is always a good idea to do branding.
It's an interesting take on what "branding" is. Always helpful.
Ciaoooooo! 💪💪🇮🇹🇮🇹
I Like Marty's assessment...I've been using an acronym to describe what we're really trying to accomplish when we talk about BRAND.
What we're really trying to do is establish a BRAND in the individual minds of our customers...and potential customers.
Buying
Reflex
Affecting
Now
Decisions
The RESULT of establishing a BRAND is that it creates a Buying Reflex when people are faced with a buying opportunity.
"What would you like to drink?" - COKE please.
Brands like Coke are often touted as the most powerful brands...and it's not because of the logo or the message, or the graphics...it's really about the huge number of people they have established a Buying Reflex globally.
Budweiser is the King of Beers because they have established a Buying Reflex in the most people.
I imagine if you go to a pub somewhere like Punxsutawney, Pennsylvania...the majority of people may have a Buying Reflex for a LOCAL beer like a Punxsutawney Pale Ale (totally making that up...but you get the point).
Thanks for the vid.
Trying to learn what's brand and how to build it from scratch from today😜! For a green hand person, it's really good info to learn and dig in!
I am yet to see a useless, irrelevant video from this channel! My goodness, you guys are awesome! Thanks for sharing with us, learning so much and grateful. Every day I'm glad I ran into this channel & subscribed.
Thank you Lydia.
Some amazing points. You should now do a video about situations where people like the founder, are effectively the brand. In addition, you can contrast that with politics and scenarios where that worked well and where it sunk the party.
Brands make customers feel a certain way about a product, company, or service. These feelings influence how customers behave and how loyal they are.
Factors like product quality, customer service, and brand reputation play a big role in shaping these feelings.
So, it's important for companies to understand and address what customers think and feel to build a strong brand.
Marty é brabo . Aprendo a inovação com ele.
Good video and right to the point. Thanks. I like your way of explaining each and every point. Really very informative.
Contains much enlightenment
Dropping 💎 into the new year my guy
Trying to reignite the flame for freelancing.. This is very useful as always Chris.
I love TH-cam videos they are, so helpful on breaking things down.
I loved what Marty said "...to ad people..." 😀 I am an ad guy through and through and I recognise what he said. Another thing clients say is "I want to BRAND my offices". It always cracks me up. Thank you for this awesome video.
Haha. That’s a good one about the office. How do you keep a straight face?
@@thefutur practice 😇 Then you look at the client straight in the eye and go "let's discuss..." 😁
Is someone willing to explain here why they believe wanting to brand an office is a silly request? I'm wanting to learn here. I see businesses all the time where their choices of wall color, art, music, furniture, logo sign, etc., is an extension/facet of their brand/reputaton/culture. Starbucks. Whole Foods. Apple Store. Etc. Just like their website appearance is. All of that to me is part of what branding is. Visual is only one aspect of course of a brand but is important.
simply brilliant, amazing explaination.
Awesome. 👏🏾👏🏾👏🏾
"A brand is a customer's gut feeling about a company, product or service".
Thank you so much.
Best explanation ever.
read Marty's book The Brand Gap.
Insightful video. Couldn't agree more with it!
The video explains what branding is and why it's important for businesses. It defines branding as the process of creating a unique name, design, and image for a product or service in the mind of the customer. The video emphasizes that branding is not just about creating a logo or slogan, but it's about creating a unique identity and personality for the business that sets it apart from competitors.
The video also explains how branding helps businesses build trust and credibility with their customers, which in turn leads to increased customer loyalty and sales. It also discusses the importance of consistency in branding across all aspects of the business, including the messaging, visuals, and customer experience.
Overall, the video provides a clear and concise overview of branding and its importance for businesses looking to build a strong identity and reputation
excellent description, thank you!
Very nice, Thank you for sharing this! Hope to see more.
branding is a hook (in the NLP sense) to a company, it's important to notice that the hook has some things connected to it and that it's better not to change (like the design of a product, the logo, a single, the familiarity with a product/company that is created), which means that only companies with a big market and with already a lot of customers can do "branding", a big error I'm seeing nowadays is calling branding what is simply differentiation and you can see it a lot with confused business owners and youtube channels that try to sell their products without doing some research first
Watching this video just exposed me to what I'm actually doing: Trying to put an idea in peoples minds about my product (yet to market) and then flood the market. I didn't even know what product positioning was until a few months ago. Then I realised I was already doing it but under another name: SELL THE BENEFIT.