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WHAT IS BRANDING?

Branding.

Table of contents (13 items)

IN SHORT

Branding is the strategic process of creating an impression that makes you "special" to a specific person. It's not just about creating a logo or website, but about defining "why" you should be chosen and consistently communicating that reason at every touchpoint.

Supervised by:Representative Director and Chairman: Atsushi Ichikawa

Brand and
Branding BRAND / BRANDING

BRAND

What is a brand?

Being a special person to someone in particular

BRANDING

Branding.

Creating a strategic impression to become someone special.

BRANDING is a word formed by adding "-ing" (the progressive form) to "BRAND." Let's start by considering "what is a brand?"

A brand is something special to a particular person.

We define a brand as "something that is instantly recognizable as different from other companies (or individuals)," in other words, something special. It doesn't need to be the only one of its kind in the world. If someone has a distinctive quality that sets them apart within a small community, for example, a circle of friends, then that person is a brand to their friends. It's the same for companies; a brand is when a company stands out at a glance from the competition, and is chosen by customers, employees, and business partners because they feel "it has to be this company."

However, being considered special can sometimes have a negative connotation. We need to choose how we want to be remembered.

Branding = Creating a strategic impression to become something special.

We call the actions taken to become someone special to a particular person, especially the strategic creation of an impression, "branding." Haven't you ever researched someone's preferences and devised ways to present yourself to get their attention? That's precisely the action of becoming a brand to someone—in other words, branding.

Corporate branding involves defining the company's desired image, intentionally building that impression on the target audience, and continuously communicating it. It's not a one-off initiative, but an ongoing process.

Differentiation is the "ability to draw a line."

The more popular a product is, the more likely it is to be counterfeited. Yet, customers continue to choose the genuine article not only because of its function and appearance, but also because there is a consistent and irreplaceable reason for choosing that product—a sense of experience and meaning. A brand is about drawing a line between itself and other companies, and continuously designing an experience that gives customers "a reason to choose us."

Branding
effect EFFECTS

Branding is a management initiative that benefits both sales and the organization. The four main effects are as follows:

  • 01

    Break free from price competition and advertising dependence

    The more you lower prices, the more customers become fixated on you as a company that "price is everything," and it becomes difficult to break that perception. The same structure applies to continuously buying brand awareness through advertising. Strong brands are those that customers have criteria for making decisions other than price. Instead of focusing on increasing advertising volume or discounts, first define "what kind of special presence you want to be for whom," and then concentrate your resources on touchpoints where that meaning is conveyed. This will bring you closer to becoming a company that is chosen without needing to lower prices.

  • 02

    Selected for employment

    Job seekers form an impression of a company even before meeting them for an interview. This "zero impression" before the meeting is what determines whether or not they apply. Even with the same conditions, the impression can change depending on how they are communicated. For example, the fact that a company is "far from the station" can become an attractive point if it is presented as a convenient location for commuting by car. When a company has a clear vision of who it is and what kind of people it wants to work with, it attracts more people who share that vision, and reduces mismatches after joining the company.

  • 03

    Employees can share the same criteria for making decisions.

    The most effective use of branding is when employees can confidently say in meetings, "That's not like us." The company's philosophy and values become tools for daily decision-making, rather than something to be framed and displayed.

  • 04

    The message you convey will become clearer.

    When sales representatives, production staff, and management each speak about the company in different terms, customers won't be left with a single, cohesive impression. It's like a game of telephone; the message gets slightly distorted with each passing step. When the core of the brand is established, it's the same company being talked about, no matter who is speaking.

marketing·
Differences from advertising and PR DIFFERENCE

Branding is often confused with marketing, advertising, and public relations. The difference lies in the direction and purpose of the approach to the target audience. Using a love analogy makes the difference clearer.

  • ADVERTISING

    advertisement

    He shouts "I like you, let's go out!" to a large, unspecified group of people.

    To raise awareness by making a broad appeal.

  • PUBLIC RELATIONS

    PR

    To have a third party say, "That person is a really nice person."

    Gaining trust and endorsements through the media and third parties.

  • MARKETING

    marketing

    To tell a specific person, "I like you! Please go out with me."

    The act of meeting a target person and working to persuade them to make a purchase or enter into a contract.

  • BRANDING

    Branding

    Create a situation where the other person is the one to say, "I like you."

    Refine the reasons why you should be chosen, and become someone special.

Advertising and public relations are means to deliver the value of your company, clearly defined through branding, to the right audience. Marketing is about circulating that value to society and creating a system where people naturally gather. Rather than relying on just one of these, defining "who you want to be seen as" through branding and then combining it with other means will lead to more consistent results.

Branding and marketing are inseparable.

Management scholar Peter Drucker stated that "the ideal of marketing is to make selling unnecessary." Branding is a powerful force that helps you get closer to a state where you are chosen without having to sell.

To use a dating analogy, branding is "getting a specific person to like you," while marketing is "communicating your existence and your feelings towards that person, and creating opportunities to meet." No matter how attractive an impression you create, if the other person doesn't know you exist, love won't begin. Conversely, even if you increase the number of encounters, you won't be chosen unless there's a reason for them to like you.

In fact, to advance branding, you need to consider "who your target audience is," "what impression you want them to have," "what action you want them to take," and "how to encourage that action." This is essentially the same principle as marketing. In specialized books, branding is sometimes even included within marketing, highlighting the close relationship between the two. This same thinking can be applied not only to selling products but also to situations like recruitment, where you want people to "choose your company."

Differences from CI/VI
Related terms TERMS

Difference from CI (Corporate Identity)

Corporate Identity (CI) is a framework for defining and communicating a company's identity and purpose both internally and externally. Generally, it consists of the following three elements:

  • MI

    Mind Identity

    Concept

  • VI

    Visual Identity

    Appearance such as logo and colors

  • BI

    Behavioral Identity

    Employee behavior

If you view CI as simply "changing the logo," you'll end up only changing the visual identity (VI) and nothing more. Even if your philosophy is excellent, if your appearance and on-the-ground behavior contradict it, your brand won't be communicated. Branding is about creating a situation where MI, VI, and BI are connected on a single axis and are consistently visible at every interaction. CI can be seen as a method of organizing the foundation for achieving this.

Key related terms to remember

Brand Identity The ideal image of "what kind of company we want to be." It's something we define ourselves.
Brand Image How you are currently perceived by customers and the market—your current image. What others see in you.
Brand Gap A disconnect between identity and image. For example, if a company proclaims itself an "innovative company," but visitors see a dimly lit and cluttered office, a gap will be created. This disconnect is the real challenge that needs to be addressed.
Brand Promise The quality and value that the brand promises to (and that customers perceive as such) the brand. Lionheart defines its mission as "powerfully supporting our clients in achieving their vision through branding and marketing."
Vision and Philosophy A vision is the ideal state we want to be in. A philosophy is the fundamental values of an organization that guide it towards that state. To use a mountain climbing analogy, the summit is the vision, and the philosophy determines which route to take and how to climb it.

The idea of visualizing and bridging the gap between identity and image forms the foundation of Lionheart's original framework, the "LH Method."

Branding
kinds TYPES

Branding can be divided into several types depending on whose "special presence" you aim to be.

Corporate branding

This initiative aims to make the company itself a special entity for customers, business partners, and society. It involves aligning all touchpoints that create the company's image—from articulating its philosophy and vision to its name, logo, tagline, and website—with a single, cohesive approach.

Product and service branding

This is an effort to make a specific product or service something that the target audience will choose for a reason. Through naming, packaging, and promotional tools, we give shape to value that cannot be conveyed by function alone. Even a single name can change the impression and sales. When it comes to naming, instead of immediately coming up with candidates, the quickest way to start is to decide on the purpose and target audience—"why change the name" and "who you want to communicate what to"—beforehand.

Inner branding

This branding strategy focuses on internal stakeholders, such as employees. It aims to instill the management's vision and the company's values throughout the organization, creating a situation where employees can speak about the company in their own words.

The way you communicate can change the meaning of the same job. For example, instead of asking an accounting staff member to "enter this data into this software," you could ask them to "create time for me to focus on my core responsibilities." Even though the task is the same, they understand how their work supports the company, and they can work with pride. At events where employees invite their family and friends to the office, you might hear comments like, "I felt proud to work here."

Like traditional Chinese medicine, it works gradually and doesn't have immediate effects, but it's an essential approach for transforming an organization over the course of years.

Lionheart itself, shortly after its founding in 2004, was still groping in the dark, unsure of how to manage its business. It was in this context that it relied on the management philosophy of successful companies. This philosophy, known as "philosophy-based management," established a shared set of values and served as the basis for daily decision-making. Looking back, this was our first step in internal branding. This practice, refined through trial and error as our organization grew, forms the foundation for supporting our clients' internal branding efforts.

Recruitment branding

This initiative aims to make your company a special place where job seekers think, "I want to work here." If there's a disconnect between how you present yourself externally and the reality inside the company, even if you manage to hire someone, it can lead to early departures. Unlike sales tools, recruitment tools convey the "people inside" the company. It's important to consider them in conjunction with internal branding.

Office branding (branding of the space)

This initiative involves designing offices as spaces where the brand can be experienced. The office becomes a medium that speaks more eloquently than words to visiting clients and job seekers about the company. You don't need to relocate or completely renovate; you can start small by focusing on areas that visitors inevitably pass through, such as the entrance or meeting rooms. The important thing is to start by clarifying the philosophy of "what do we want to communicate through this space?" before even considering the interior design.

Brand
Communication points TOUCHPOINTS

A brand's image is formed at every point of contact where customers and employees interact with the company. The main points of contact are as follows:

  • WORDS

    words

    Philosophy/vision, tagline, catchphrase, naming, credo, text for company brochures and presentation materials

  • VISUAL

    Appearance

    Logos, colors, fonts, business cards and envelopes, brochures, posters, uniforms, promotional items, signs and billboards.

  • DIGITAL

    digital

    Corporate websites, recruitment websites, e-commerce sites, social media, videos, app and service screens

  • SPACE

    space

    Offices, stores, showrooms, and exhibition booths

  • PEOPLE

    People and experiences

    Sales and customer service responses, speed of responses to inquiries, employee behavior, and the product experience.

What's important isn't a "list of things to make," but "translation."

Even with a new logo, website, and business cards, a company can still appear disjointed. This is often because the process of translating the brand's philosophy at each individual point of contact is missing.

For example, Starbucks translates its concept of "a third place that is neither home nor work" not only into the store's interior space, but also into the feel of the cup in your hand and the personalized service, such as calling out the customer's name when they hand over their drink. At each point of contact, they decide "how to express our philosophy here." The logo and sales pitch are merely lines on that translation sheet.

Consistency is not about "not staying the same."

Consistency is often thought of as maintaining the same design. However, true consistency means continuously updating the expression to suit the times and customers while staying on the same core. If the core is established, the brand will not waver even if the expression changes.

How to proceed with branding FLOW

Branding generally proceeds in the following five stages. The majority of the success depends on the initial planning and organization before starting. We will also introduce common pitfalls at each stage.

  1. STEP 01

    Organize your current situation and your ideal future.

    We organize how your company is perceived (image) and what it wants to be (identity) based on the voices of management, employees, and customers. A common pitfall: determining your current position based solely on internal assumptions. Always include the perspectives of customers and third parties.

  2. STEP 02

    Determine your objectives and targets.

    Clearly articulate "why you are doing branding" and "who you aim to be a special presence for." A common stumbling block is getting stuck on broad statements like "we want to increase sales" or "we want to strengthen our recruitment." The more specific your objective, the more likely you are to make decisions along the way based on that objective, rather than on personal preferences.

  3. STEP 03

    Putting the core of the brand into words

    This involves articulating your philosophy, vision, brand promises, and tagline—what you want to be seen as. A common pitfall is creating generic, universally applicable language. The goal is to create language that is uniquely yours and useful for decision-making.

  4. STEP 04

    Translate to the point of contact

    We determine and give form to how the core of the brand is represented at each touchpoint, such as the logo, website, sales materials, recruitment tools, and physical space. A common pitfall: proceeding only with the visible design. We begin by deciding on the core of the language and the role of each touchpoint before starting production.

  5. STEP 05

    Spread and keep updating

    We instill the brand within the company through brand books and workshops, integrating it into daily decisions and actions. Even after launch, we continue to revise the expression while maintaining the same core principles. A common pitfall: thinking it's finished once it's complete. A brand only truly takes root when employees continue to use it.

"Just did it"
Reasons for ending WHY IT FAILS

You've redesigned your website, revamped your logo, and created a brand video. Yet, inquiries from your target customers and applications from suitable talent haven't increased. There's a common reason why this kind of "just doing it and forgetting" branding ends up being ineffective.

  • 01

    Starting with the solution (design)

    This is a case where solutions such as "make the website look nice" or "change the logo" are started without accurately defining the problem. Changing only the appearance does not change the underlying reason why you are not being chosen. The more you address the immediate symptoms, such as "creating a recruitment site because you can't hire" or "advertising because you have no sales," the harder it becomes to see the structural problem.

  • 02

    Creating something without understanding the business.

    When external experts create something without a deep understanding of the company's origins, the management's philosophy, and its market position, it often ends up being a tool that "looks good, but is useless in business negotiations."

  • 03

    Don't ask "why" you're doing it.

    Unless we delve into "why we want to change our website" or "why we want to change our logo," we won't be able to get to the real issues we need to solve, such as increasing sales success rates or eliminating recruitment mismatches. We value this "WHY FIRST" above all else.

EXAMPLE

Common example: Logo redesign failure

It's not uncommon to expect that changing a logo will transform a company. However, a logo is only one of many points of contact. Changing only the logo without changing the company's philosophy is like repainting the exterior walls of a building and claiming the renovation is complete.

A common mistake is letting the management's personal preferences dictate the decision. A design favored by management may not resonate with the target young job seekers or new customers. It's essential that management and designers "wear the same glasses," meaning they evaluate proposals using the same yardstick—the same objectives and requirements. When revising a logo, the reason for the change should be clear, such as a company name change, business transformation, M&A, or strengthening recruitment. Refreshing a logo simply because it "feels outdated" is a classic example of a logo that's likely to fail.

Read the article: 60% of logo redesigns fail!? What business owners should change before designers do.

Branding is
It's not a panacea. NOT A PANACEA

Branding can be effective for many challenges, but it's not a panacea that solves everything.

One of the "bridges" that cross the valley

Every company has a vision (ideal) it aims for, and between that vision and its current position, there are challenges, big or small, that it wants to overcome. It's like having a valley in front of you. One of the bridges to cross that valley is branding. There are other bridges as well: changing the sales system, reviewing the personnel system, or restructuring the business itself. Which bridge is best depends on the shape of the valley.

When you lack a vision, start by tackling the immediate challenges at hand.

Without a clear direction, it becomes difficult to create a comprehensive brand. In such cases, it's recommended to start by organizing and solving the challenges that are clearly visible one by one. In that process, you may discover the true vision your company wants to achieve.

The results are not limited to tangible products.

When we think of the results of branding, we tend to think of things like logos and websites. However, in reality, simply organizing and articulating your company's strengths can transform sales and recruitment processes. What to create should be chosen after the problem has been identified.

Small and medium-sized enterprises
Branding FOR SMEs

Branding isn't just for large corporations. We believe it's even more effective for small and medium-sized enterprises (SMEs) and regional mid-sized businesses, where the power of management and executives significantly impacts company growth. This is because it allows for the internal branding effect of instilling the management's vision throughout the organization, and the process of organizing information during the branding stage itself helps ensure consistent management.

Three key perspectives for small and medium-sized enterprises

  • 01

    Visualize the gap between the ideal and the current situation.

    We will examine the discrepancy between how you want to be and how you are perceived, using words and facts.

  • 02

    Translating functionality into a tangible experience.

    Strengths in functionality, such as quality and technology, cannot be conveyed directly. We deliver them by transforming them into experiences that customers can actually feel, such as the speed of responses to inquiries, the thoroughness of listening, and the enthusiasm of the staff. Emotional appeals without functional backing will fall flat, so the order is "functionality first, visualization second."

  • 03

    To keep it visible at every point of contact in daily life.

    We aim to create a situation where the brand is felt in every interaction, from business cards to phone calls, rather than just a single outreach message.

The true strength of small and medium-sized enterprises (SMEs) often lies in the reasoning behind their methods. The fact that this reasoning is only visible within the company is precisely why it fails to be communicated effectively.

If you have these kinds of concerns, it's time to consider branding.

I'm interested in branding, but I don't know where to start.
I feel there are limitations to relying solely on advertising for sales and recruitment.
The company's true strengths are not communicated, leading to price competition through competitive bidding.
I want to review our philosophy and vision as we take this opportunity of business succession.
We've had CI/VI implemented in the past, but only the appearance changed; we didn't feel any real effect.
A vision has been set forth, but it has not taken root in the actions and culture of those on the ground.
I don't have anyone within the company I can consult with, and I need opinions from a management and strategic perspective.

Branding
Case study CASE STUDY

This is an example of branding work for a company in Aichi Prefecture, supported by Lionheart.

VIEW MORE→

FAQ FAQ

In simple terms, what is branding?

It's about creating a strategic impression to become "special" to a specific person. It's not about creating a logo or website itself, but rather about defining "why they should choose you" and consistently communicating that reason at every touchpoint.

What is the difference between a brand and branding?

A brand is "a state of being special to a specific person," while branding is "the effort to create that state." A brand is the goal it aims for, and branding is the ongoing process of getting there.

What is the difference between CI and branding?

CI (Corporate Identity) is a framework for organizing a company's individuality through three elements: corporate identity (MI), visual identity (VI), and business identity (BI). Branding connects these elements along a single axis, creating a state that is continuously visible in daily interactions with customers and employees, and encompasses the entire process of becoming a company of choice. CI is the foundational method of organization for branding.

Would changing the logo be a form of branding?

Simply changing a logo is not enough to build a brand. A logo is just one of many points of contact. If you only change the appearance without a clear understanding of who you want to be chosen as, the reasons why you're not being chosen won't change. You should reconsider your logo when there's a clear reason for the change, such as a change in company name or a shift in business operations.

Should I allocate my budget to advertising or branding first?

In most cases, branding comes first. If you increase advertising without defining "what kind of special presence you want to be for whom," the message you're conveying will become muddled, and you'll often end up competing on price and advertising volume. If you define your core message before using advertising, the power of your message will change even with the same budget.

Can we handle branding solely within the company?

It is possible to move forward. Organizing your current position and incorporating your company's philosophy into daily decision-making are things that can only be done internally. On the other hand, a company's strengths can seem obvious from within, making them difficult to recognize. When incorporating customer or third-party perspectives, seeking external help makes it easier to become aware of preconceived notions.

Can branding be effective even for small companies?

Yes, it's possible. In smaller companies, where the owner's vision is more easily conveyed throughout the organization, the effects of branding tend to be more apparent. You can start small, such as just tidying up the office entrance or aligning the wording on business cards and company brochures.

How will branding change in the age of generative AI?

With AI enabling anyone to create designs and texts of a certain standard, visually appealing information is becoming increasingly abundant. That's why what a company says in its own words and the reasons behind its methods become the deciding factors in being chosen. By combining a deep understanding of the business and expertise with AI, you can produce results of a quality that cannot be achieved solely within the company.

Branding
article BLOG

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Atsushi Ichikawa

SUPERVISED BY

Ichikawa Atsushi

Representative Director and Chairman

After starting his own business at the age of 26, he has over 20 years of management experience in the design and branding fields. In 2016, he moved with his family to the Philippines and established a local IT outsourcing company, leading its global expansion. Currently, as a "GLOBAL BRANDING AGENCY," he supports the growth of companies while also actively working on organizational reforms within his own company. Based on the real-world struggles and firsthand information he has faced in organizational development and overseas management, he shares practical branding and organizational theories that are thoroughly aligned with the perspective of business leaders.