Fundamentals of Branding: A Deep Dive into the World of Perception and Performance

Ankur K Garg
4 min readNov 9

Peeking Behind the Curtain: An Introduction to Branding

Imagine you’re about to embark on an epic journey. You’ve got your backpack full of ideas, your compass pointing towards success, and a map charting the course for your budding business. But wait! You’re missing something crucial — a flag. Something that represents your identity, your purpose, your unique offering to the world. That, my friend, is what branding is all about.

Branding is not just about designing a neat logo or coming up with a catchy tagline. It’s a whole lot more. Picture your brand as a story, a narrative that strings together what your business stands for, what it promises, and what it delivers. It’s a powerful tool that can steer your venture towards success or failure. It’s the difference between being just another face in the crowd and standing out as a distinct, memorable identity.

It’s like when we meet someone for the first time. Based on their appearance, their words, and their actions, we form an impression about who they are. Similarly, branding is about creating a perception for your business in the minds of your customers. It’s about standing up and saying, “Hey, this is who we are, and this is what you can expect from us!”

The Unseen Power: The Importance of Branding

Now, you might ask, “Why is branding so important?” Think about it. In a world teeming with businesses offering similar products or services, how do you convince your customers to pick yours? That’s where branding steps in. It’s your secret weapon to cut through the noise and stake your claim in the market.

Branding is like your business’s fingerprint — unique, distinct, and a mark of your identity. It helps you create a bond with your customers, a bond formed not just on the basis of what you sell, but who you are. It’s about building trust and credibility. If done right, it can turn casual customers into loyal followers who not only buy your products but also become ambassadors for your business.

Moreover, branding is not a one-time activity. It’s an ongoing process of communicating your business’s values, vision, and…

Ankur K Garg

Entreprenuer & CPG Investor | Serial problem solver, graphic designer, coder, writer, brand strategist, and the creator of the #INTHELAB mindset... @AnkurKGarg