types of branding

4 Types of Branding to Elevate Your Business

You are unique. And, just like yourself, you tend to seek out experiences in the real world that reflect this individuality. These may include brands, products or services. 

Ever wondered why some brands stick with us more than others? It is all about their stories and how they make us feel. What is the science behind this?

Research shows B2B brands that connect with their buyers on an emotional level earn twice the impressions over those who still take a business approach. 

So, crafting a narrative that resonates with your audience, speaking to their aspirations and values, becomes crucial. And that is possible with branding. 

So, what are the types of branding? Today, we’ll delve into this phenomenon and its types. What is its importance, benefits and how it ultimately drives success? So let’s understand branding. 

What is Branding?

This is the age of ubiquity-where every brand appears the same. That is why storytelling has become so central to brand identity

Branding is an ongoing process that supports and cultivates a brand’s distinct identity in the consumers’ minds. 

Its goal is to increase your brand’s value, reinforce brand recall and market the business through traditional and digital means. B2B branding-

  • aims to establish credibility, reliability and expertise.  
  • is a narrative that influences how you perceive the company. 

Purpose of Branding 

As a persuasive medium, branding informs purchasing decisions and long-term relationships. It establishes a strong connection with your target audience, fostering loyalty and taking the business to new heights. 

Branding can be the deciding factor that influences the consumers’ purchase. A 2021 Razorfish study found that 82% of surveyed consumers buy from brands that have a greater mission or purpose. They also found that 67% of them feel that supporting ethical brands makes them feel better.

Branding is not just a mere concept. It has a purpose. Shall we some of the advantages of branding:

  1. Customer recognition 
  2. Customer loyalty 
  3. Consistency
  4. Credibility
  5. Stay ahead of competitors
  6. Brand Equity
  7. Attract talent 
As Neil Parker said, “A good definition of brand strategy is the considered intent for the positive role a company wants to play in the lives of the people it serves and the communities around it.”  

So, what is your brand? What message do you want to relay? Choose your niche.

4 Types of Branding 

You can divide branding into several branches. Let’s have a look at how each affects brand reputation and hype.

1. Visual Branding 

What is the first thing that catches your eye when you look at a company sign? The logo. The colour scheme. The typography. 

These elements make up the visual personality of your brand, playing a specific role in brand recall value:

  • Logo: It helps you to recognise a brand at a glance. For instance, the Microsoft logo represents the Microsoft Windows operating system.   
types of branding
  • Colour: They change perception and set our mood. Bright colours make you feel passionate and energised while green connects the products to positivity and nature.

Study shows that colours impact our psyche in different ways. Let’s talk about Microsoft again. The squares of colours in the symbol signify the diverse portfolio of Microsoft products.

  • Typography: Characters’ style represents the company’s values. For instance,:
types of branding

The J P Morgan Chase & Co. logo is intended to be a simple yet powerful form, embodying a feeling of motion centred around a square. 

The different fonts, logos and styles create a visual hierarchy. It instantly grabs your attention across various platforms. 

This is just the tip of the iceberg! There are other facets of branding as well. 

2. Product Branding 

“Consumers do not buy products. They buy product benefits.”- David Ogilvy

Imagine product branding to be an art form. With it, companies can create a unique identity for each product or service. This is how they differentiate themselves from their competitors and build customer loyalty. 

Studies show that innovative product marketing strategies are the ones to grab everyone’s eyeballs.

  • They include elements like product design, packaging, naming and messaging.
  • All of these are tailored to the target market reflecting the brand’s values and positioning. 

Product branding aims to create a positive perception of the products in the consumers’ minds encouraging repeat purchases.

Take Adobe for example. It is like a magic wand for businesses that need to create, manage and optimise digital content. Sporting a sleek and modern logo, Adobe reflects its love for cutting-edge design and technology. 

The company has a strong online presence which represents their products’ prowess. With engaging tutorials and how-to videos, Adobe sparks inspiration with empowering campaigns on LinkedIn, Twitter, and Instagram.

Other than this, some types of branding focus on individuals rather than companies. Shall we see how that works? 

3. Personal Branding 

Brands are not always products or services. It can be individuals as well. 

Personal branding combines the services or the products that an individual is “selling” along with their experiences and how they communicate. 

Research shows people are more likely to trust a business if the CEO has a personal brand. 

Steven Barlett is one of the best examples of personal branding. He is the co-founder and former CEO of Social Chain, a global social media marketing agency.

Barlett is an interesting personal brand case study:

  1. His active social media presence across platforms provides insights on entrepreneurship and marketing. 
  2. The transparent conversation about his journey includes successes and failures fostering authenticity.
  3. Consistently creating high-quality content across various mediums, showcasing expertise.
  4. Actively engages with his audience through podcasts, discussions, comments, and live sessions thus building community. 

Bartlett has positioned himself as a thought leader in entrepreneurship and social media marketing with these strategies. He resonates with a global audience and has a strong personal brand.

Not just, individuals, the importance of branding extends to corporate bodies as well. Are you curious to know the last of the types of branding.

4. Corporate Branding 

Branding for corporations is the total sum of the parts. It accounts for every aspect of the company including all products, customer services, employee culture and market impact.

So, what is branding in a corporation actually like? 

Corporate branding focuses on the success and looks of the business. 

Let’s see the example of Accenture.

Accenture is the epitome of B2B branding excellence. The name derived from “Accent on the Future” reflects its goals. The brand’s logo, a simple purple arrow pointing upwards, underscores its forward-thinking approach. 

At the heart of your brand lies the dedication to deliver positive change. It is encapsulated in its purpose: “ delivering on the promise of technology and human ingenuity.” it permeates throughout all company operations.

  • It consistently invests in research and development and sharing insights globally through Accenture reports, events and webinars.
  • Not long ago, around 2020 Accenture even revamped its branding strategy to keep up with the digital transformation. 
  • They saw an increased media budget exceeding $90 million, with their focus shifting to delivering more meaningful content to customers.

As an industry leader, Accenture embodies traits of discovery, exploration and insertion. This is what makes it a great example of a types B2B branding.

You can also consider other successful B2B branding instances. We will take a look at one multinational professional establishment that has become a brand of its own.

Case Study: What is Branding According to PricewaterhouseCoopers  

types of branding

PricewaterhouseCoopers (PwC), considered one of the Big Four accounting firms, along with Deloitte, EY, and KPMG, is a big player in the professional services network in the world. 

PwC keeps it simple and innovative with its visual identity. The company’s logo is simple, featuring the initials of its name in lowercase letters. It makes the company appear more approachable and friendly.

The colourful geometric shape in the logo represents the company’s commitment to building novel things. 

So what is branding according to PwC?

  • The PwC brand perception works on using regular content that enhances brand awareness. Not just that it also connects with potential customers on a deeper level.
  • The company uses a friendly tone of voice to relay complex topics into simpler content. This marketing mix by PwC helps enhance customer loyalty.

But wait, there is another approach.

They consistently share their official statements, business articles and statistical reports as proof of their commitment to transparency. Not just that it also participates in corporate events and colleges, thus cementing itself as a leader in the field.

FAQs: 4 Types of Branding to Elevate Your Business

What is the difference between branding and marketing?

Branding strictly refers to creating a unique identity and perception for a product or company. While marketing encompasses the strategies and activities that aim to sell products or services. 

What are some common branding mistakes to avoid?

Some common mistakes that brands must avoid at all costs are inconsistent brand messaging, neglecting customer feedback, copying competitors, lack of uniqueness and ignoring brand values. It is crucial to maintain authenticity, clarity and relevance to your target audience. 

What are the 5 C’s of branding?

The 5C’s are clarity, consistency, credibility, competitiveness and connection. All these help to establish a memorable and strong brand identity. 

How does digital marketing help in branding?

With the help of digital marketing, brands can increase their visibility, reach a wider audience and foster engagement. They can do so with social media content, targeted advertising, providing data-driven insights, organic marketing and more.


“Stars do not bring others down to be more visible; they shine brighter.”

Regardless of your choice in types of branding, form a personalised and direct connection with your target customers. 77% have cited a strong brand as the key to their company’s growth. If you are keen on transforming your company to a brand that commands immediate attention then, Zoringa Ventures is the right partner to team up with.

With Zoringa Ventures you can enhance your B2B brands with strategic storytelling, curated digital marketing strategies and innovative designs. Let’s join hands to elevate your brand’s long-term success!