The actions a company takes to shape the way people think about it.
Most people, intentionally or not, curate an external image of how they wish to be seen and known. The clothes we wear, restaurants we visit, friends we associate with, cars we drive, and Instagram photos we share are in small (or sometimes big) ways of curating our external image to the world. This is a lot like branding.
Given the many business benefits of having an admirable brand (see brand), it is important for businesses to take proactive steps to convey a strong, consistent, pleasing external image.
The brand identity and marketing steps a digital product business takes can shape initial opinions and perceptions of the business. But the most meaningful branding actions that shape public perception require an amazing digital product that solves problems and is enjoyable to use. Every decision made by the product team – not just the visuals – is a branding decision.