Is Branding Subjective? The Perfect Perspective.

Branding can often seem like a highly subjective field, given the considerable creativity and interpretation involved. However, clear objectivity and measurable aspects of branding exist behind the scenes. By examining these, we can better understand how branding works and why it's wise to manage our emotions and personal biases to make more calculated decisions. While I appreciate the value of experienced subjectivity and experts' gut feelings, it's essential to recognize that branding shouldn't be solely about subjectivity and personal taste.

1. Positioning: We can describe positioning as the real estate of branding. When developing a brand, we must consider our customers, our competitors, and what makes us unique. This process requires gathering data, studying the market, and understanding our unique selling proposition. It's similar to finding a perfectly located piece of land to start constructing your iconic landmark. A clear brand positioning is created based on facts and insights, enabling a brand development process that achieves iconicity.

2. Visual Identity: Branding involves creating a distinct look and feel for a brand, which includes the logo, fonts, colors, and design elements. Although design can sometimes feel like a matter of personal taste, great design needs to be purposeful and meaningful. The question we should be asking is not, "Does it look good?" but, "Is it practical for its intended use and purpose?" Design choices are guided by what resonates with our target audience, how to distinguish ourselves in our industry, and what our brand represents. While these decisions may seem subjective, their psychological influence and impact are engineered to evoke specific emotions and actions, leading to measurable results.

3. Brand Value: Brand value is an objective way to measure a brand's worth and its influence. It considers factors like how well-known a brand is, customer loyalty, and market share. We can use metrics such as brand awareness, customer satisfaction, and market performance to assess brand value, which, when protected and nurtured, can ultimately enhance enterprise value.

Strong brands often create a unified image in their customers' minds. For instance, when we think of Disney, we conjure up images of magic, childhood, and happiness, which shows that Disney is a powerful brand. Weak brands, however, fail to communicate a clear message, leading people to have divergent perceptions about them. Thus, maintaining a clear and consistent message is a key indicator of a strong brand. This consistency isn't always coincidental; it's a science of branding that should objectively guide every decision we make.

Having said that, the question you might now have is: how much of branding is manipulation? If it is so engineered and scientifically driven to evoke emotions that lead to purchasing decisions, is that not manipulation? That could be a topic for my next article. What I can say briefly is that it's like any other tool that can either be used for good or evil. If you don't accept my defense, at least we can agree that it's a form of regulated manipulation.

A 2023 study by the Edelman Trust Barometer shows that 75% of people trust purpose-driven brands to do what’s right. In this sense, guidance is a blessing, and brands can be your friend in certain contexts and lifestyles. You share values and explore possibilities together. They can be leaders in their society, champions good cause, push boundaries, and enrich lives.?

Branding simplifies decision-making for customers. A strong brand feels familiar and safe to customers, which increases their likelihood of making a purchase with peace of mind. I cannot imagine a world without brands in the supermarket; the anxiety of choice and uncertainty would undoubtedly multiply.

While branding is often appreciated for its creativity, the true source of the best creatives is always the truth, the insights, and the accurate definition of our real challenges. It's about clear, measurable factors that make branding strategies effective, shaping how people perceive a brand, make decisions about it, and help businesses grow.

By understanding this concept, businesses can develop brand strategies that resonate with their audience on a deeper level, based on clear and genuine facts and insights. Recognizing both the science and art of branding enables businesses to create a robust, memorable brand that fosters long-term success while championing noble ambitions. This blend of creativity, objectivity and leadership is the perfect perspective of branding.