The Rampant Misuse Of The Word “Branding” – Advertising Expert Tim Burt Explains

In advertising/marketing circles, you’ll hear many people carelessly throw around the term “branding” when referring to a commercial (radio, t.v., web, etc.).

I guess it’s because the term “positioning” (which is actually what an advertisement does) isn’t as sexy.

“Branding” Is Not:

  • a logo
  • a color
  • a font

All of those things lead to what the brand is in the mind of the consumer.

For instance, Coca-Cola’s “Dynamic Ribbon”. Apple’s “apple”. Audi’s “4 rings” logo. McDonald’s “golden arches.”

Those things trigger an emotional response in the mind of the audience. Be it good, bad, indifferent, or unknown.

According to my good friends Blaine & Honey Parker – who wrote a book called “Billion Dollar Branding”, their definition of “branding” is:

  • It’s the one way you want your core customer to feel about your business

Think about that for a second: the way you want someone to feel about your business.

Coke Or Pepsi? Mac or PC?

There are those who, at the very mention of the word “Pepsi”, would never drink it.

Why? Because they don’t like it.

Therefore, do you think simply showing them a Pepsi logo is going to convince them to drink it?

Mac/PC: same argument. How many Apple fanboys would never use a PC? And vice-versa.

This same exercise can be done with virtually every product in every category.


Why do you simply think airing an advertisement that lists every single benefit of your client qualifies it as “branding”?

What you’re really doing is positioning your client or your business in the landscape of the marketplace.

You should be filling a void in the market with your ad. Informing your potential audience why  they should part with their hard-earned money with your business.

To see more of Tim’s free marketing video tips on YouTube, just click here:

About timburtmedia

30,000+ ads globally. Commercial Advertising Marketing - world-wide audio producer, voice-over talent, copywriter.
This entry was posted in Advertising, Advice, Commercial, magazine, print, radio, Television, video and tagged , , , , . Bookmark the permalink.

3 Responses to The Rampant Misuse Of The Word “Branding” – Advertising Expert Tim Burt Explains

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