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What Is Branding: A Comprehensive Guide

Updated: Aug 14, 2021

Have you ever listened to one of those catchy radio jingles and then caught yourself humming it hours later? Known as ‘stuck song syndrome’, or an earworm (not a great name, we know), this is a psychological phenomenon that can spontaneously trigger emotions, memories, or associations—simply by hearing a tune.

While these often pesky little melodies are actually considered a marketing tactic, they are also the perfect analogy to understand the importance of branding. Despite what many people believe, branding goes way beyond your logo, your color palette or the way you choose to create a website. Like those radio jingles, branding is mnemonic—meaning it is based on the lasting feeling, experience and emotion that consumers associate with your brand. It provides an intangible quality that customers connect with and relate to in their daily lives.

So how can you harness this power and build a brand that leaves a lasting impression on your audience? In this guide we will explore what is branding, and which branding elements will help you create an impactful, authentic and memorable brand.


Steve Crayne

Founder, Starting Gate Marketing

A 5-Star Wix Agency Partner

P: 470-552-2686


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