There is often confusion of what branding actually means and, in my opinion, it is the emotive elements that a brand offers that defines the brand and creates brand loyalty.
An example of emotive branding was told to me by Dr Johnathan Deacon of Newport University:
‘Think of branding in terms of supermarkets. What do you think of Waitrose as a supermarket? Waitrose as a brand is often associated with quality, whereas, Aldi supermarkets encourage people to think of value for money.’
What thoughts or feelings audiences associate to the supermarket is branding.
Branding is not a logo, a style guide or the visual representations of a product or business but it is what people associate with the product/business and what they feel when presented with it.