What Is Branding? 3 Minute Crash Course.

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
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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.martyneumei...
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
Producer: Mark Contreras
Cinematographers/Editors: Stewart Schuster @RodrigoTasca & @Tascastudios MOCS Media

[@GerardoCeballosjr]

What a blessing it is for The Futur to be so close with Marty! I love his simplicity of words and ideas: "a brand is your reputation, so it's like your business reputation." The reputation behind the pattern of products that a brand releases, the craftsmanship of each product leaving a specific feeling or impression, the category of language and the words that a brand constantly uses, how the culture behind the brand touches/affects/resonates with people, how the members of our brand are treated, and how the members are taught to behave. That's the REAL checklist, not just the logos, colors, typography, etc. Love it! Thanks for the value @TheFutur.

[@PoliticallyBlack]

A reputation is something your brand develops. Your brand is and “Entity” ONLY develop once your business has ALL the proper essentials needed to construct a business. It is the Representation and PERCEPTION of the audience develop when fathoming your business based of the entire construct.

[@pradnyeshjori3789]

The video editor deserves a raise

[@MichalMujgos]

one of the channels that made me start my own channel about marketing, love it!

[@thefutur]

That's awesome!

[@balajee210]

As always love Futur!

[@thedesignergamer]

This was like an espresso shot of info. Thanks!

[@josevargas686]

Branding = transmitted message to each customer. Got it.

[@TheNefari]

In the Past animals were branded with a hot iron people could identify the horses because of the shape of the brand so in today's terms: a brand is a way for people to identify you or your company

[@GermanMassa]

I recommend "Marcas que marcan" by Jonatan Loidi, an incredible presentation at TEDx that defines the concept much better, because it is deeper than the point of view of a company or the consumer. You are all brands, because your actions mark the memory of the people around you!

[@thefutur]

Thank you

[@jakubkantor7]

Lovely, Marty and Chris 🎩

[@elianamckee]

This was especially great!❤️

[@MIRANDATINOTENDASHEMBEWE]

What I read in my text book while preparing for exam vs this video . 😂😂

[@codebietnoi]

Excellent ❤

[@SmartSara1199]

Valuable ❤

[@guillermoc.1467]

Words of wisdom! Cheers to that!

[@aslamgavandi4005]

I absolutely loved this video style 👏10/10👏

[@brightpage1020]

Like your role or responsibility for a relationship and how that manifests for that relationship.

[@kburlz8995]

Here's an explanation in 4 words. Branding is a person. Treat the brand as if its a person. What is the personality? How does it feel? Whats its take? ... Develop a relationship and view the brand as a person. The brand is interacting with human beings so obviously people identify with personality. Once you know where you can take your brand to lunch, you know who your brand is and who their friends (customers) are. Design with empathy and consider the subconscious message that ilicits the emotional response.

[@tomdioro]

Well stated. Thank you.

[@Captain-Cat]

This sounds a lot more like how I see brand than what they talk about in the video. Their definition in the video just sounds like a definition of reputation to me.

[@KennethYimHomes]

Here it is in one word: reputation

[@AliBellinchouse]

Just a thought. Maybe white space applies to audio too. This was useful but hard to consume when the audio skipped so much. Maybe 4 minutes would have been easier to consume? When I read bedtime books to my son I like to leave a pause during a sentence to give emphasis to a point in a story. Might work with your content. Thanks anyway. Love you all. Ali, UK

[@humbleviewpoint]

So concise! So valuable.

[@Induart11]

This channel never disappointed there's subscriber😊😊

[@thefutur]

That’s what we like to hear

[@bharathramh2944]

Now I want to know what is that font that you are using thorough out the video?

[@adventago]

Very smart!

[@monkpad]

Amazing

[@arcticgem2800]

Asking "what is branding?" is not the same as "what is a brand". This video ended without a clear answer.

[@elianamckee]

❤❤❤❤❤

[@abvectart]

Could someone please clarify what branding is? The last moment doesn't understand.

[@ser-hanga]

It's a abstract word whose definition depends what the definer wants to focus on

[@muhammetb.]

Names of the fonts used?

[@YokNg]

anyone knows how to make the text animations of the black slides? Or what program was used?

[@rashedkhanmelon2453]

after effect

[@EvaFiamo]

😮😮

[@mohamedabosmra7628]

But.. I've seen people say that a brand is not a gut feeling since you can't design a gut feeling.

[@thefutur]

You can design an experience. This can help to improve one’s gut feeling.

[@morphingmandalas8703]

Simply a brand is how people can reuse again and again?!

[@thefutur]

What do you mean reuse?

[@roufben3631]

The fact that this guy is considered "Father of branding", is baffling. The only thing he does, is over-complicate the term "BRAND" so he can look smart. I read his books, although every person in this world and his grandma have a different understanding what a brand is, this guy's understanding is by far the worst. He offers no solutions, no guides, no clearance. Just smartass words, barely attached to each other, with a vague meaning. Branding is not what this guy says.

[@igcowboy]

Oka

[@zilog1]

Honestly, with apple being the way they have been recently, with the weird dubious release of the headset, is there malicious compliance with the European Union and pissing everybody off, their anti-consumer and anti-repair practices, and then being called out on it more and more recently😮, Apple really isn't sticking through their brand are they... I hate to say it, but I jumped ship to Android a couple weeks ago and I don't regret a single thing😂😂 a friend showed me a Google pixel with graphene OS and I fell in love😮 I genuinely don't understand how people use those things any more after over a decade of being an Apple user😂🎉🎉

[@romanempire5946]

YEP i know i was right all these time😊

[@samkim6889]

Way too complicated explanation. Brand is an impression a company aims to achieve. Think branding iron that sears into people's hearts and minds.

[@zilog1]

A brand is something that you use to psychologically manipulate the average person into doing what you want. AKA giving you money. what you're doing is effectively psychological manipulation.

[@azpersonal]

Is that not the same as a reputation as he stated?

[@nguemodaniel1255]

Same coin different sides

[@jonasbuabo2187]

He did simplify his explanation in 1 sentence... "A brand is your business reputation." Then he elaborated on this...

[@aymazy]

He sounds like Rick Rubin ai

[@TaskSwitcherify]

good content with 600 distracting stock videos

[@yourfriend4976]

I can make it away more simple,if only “white magic” do exist,u can say thats what “branding are”

[@Captain-Cat]

I think you're over-complicating it. For me, brand is simply identity and how you want to present. What you're talking about in this video about what's in the mind of customers is reputation. That's how I view it anyway. Not here to debate about who is right or wrong about the definition, i just do disagree with you and what i explained in this comment is what I mean when I'm talking about branding and my brand.

[@josevargas686]

And identity is based on what exactly? ;)

[@Captain-Cat]

​@@josevargas686 For me the identity (which for me is brand) is the look of the store and the style and tone of messaging and how we communicate, it's our style. If my store is goth or punk or edgy then i will be pulling from those styles to create my store's identity that I'm presenting to the market. If my store is cute and fluffy, i'll be drawing from styles that suit that kind of identity. That's how I interpret brand. Others and likely Chris will call that image or such, I just call it brand and when I'm talking about developing my store's identity I just say brand and it's what brand means to me, not some airy concept of what goes on in the minds of countless individuals when they look at your store. What they talk about in this video sounds a lot more like reputation to me. This is just how i see it. I hope that explains it better.

[@josevargas686]

@@Captain-Cat tomato tomato, the style feels like a brand because the customer gives it an identity in their mind. It is the part of the brand that causes a first impression. Reputation is the part of the brand that causes the more long term impression. Like when a customer thinks "I will buy this without much thought because I know the brand". Do you agree?

[@Captain-Cat]

@@josevargas686 Do I agree? not really. Like I said, i think it's just over-complicating something more simple. For me brand just means the identity of the store, company, business, or product that I have created the image for, it's that simple. And I don't agree that the customer's perception dictates what my store's branding is by thinking something in their mind that may or may not align with imagery that I've created. I've been following Chris Do for a couple of years now and love his content. This is one thing I disagree on though.

[@karanurao]

Well everything adds up, it's like a pillar, first you tell people who you are, later they will tell you who you are

[@samuelpaul5785]

Amazing