Put simply, you can define branding as ‘to publicise using a brand name’.
That brand could be a company providing a product, a service, or both.
From a marketing perspective, branding is a combination of a company’s name, sign / symbol / logo, colour scheme, strapline and overall design.
The purpose of branding, as opposed to advertising or the wider concept of marketing, is to build company awareness, memorability and customer loyalty.
When building a brand identity, a company will often be looking to develop an emotional response in its customers and the all important ‘know, like and trust’ factor.
A company that achieves this brand loyalty can benefit from being the ‘only choice’ for its customer, as opposed to being considered amongst other product or service providers based on a balance of benefits vs cost.