7 Practical Steps to Branding

When branding is done right

Allegue Wessim
8 min readApr 29, 2021


Photo by Eva Elijas from Pexels

If you go and research the term branding on Google, you´ll find a definition that goes along this way

Branding, by definition, is a marketing practice in which a company creates a name, symbol, or design that is easily identifiable as belonging to the company”

Is branding really limited to this when we see the power of companies like Nike, Dior, or Amazon?

My definition is a bit different as a brand expresses more a feeling or an experience. It´s a story that reunites people with the same values or vision.

Let´s take a look at Nike with its slogan impossible is nothing. It´s more than sportswear, it´s the feeling that we can be more than ourselves and transcend our limits no matter what shape we are or the place we´re born in. That´s where they broke the barrier between athletes and regular persons. They even used heavier persons to represent their brand in the early days or their focus on diversity within their communication.

Or Dior with their high pricing and scarcity strategy. They make their clients experience luxury and feel self-worth with their products and shops. They are represented by Hollywood celebrities and models. The company invests a lot of money in marketing to be a top-of-the-head brand.

Unfortunately, branding is not a precise science. There a lot of approaches you could follow but here is the one I use with the people I coach and my marketing clients.

1. Finding your story

Photo by Suzy Hazelwood from Pexels

Why is it so important to have a compelling story? Here is a quote from Game of thrones that explains the power of a good formulated narrative

“What unites people?” Tyrion asked. “Armies? Gold? Flags?” No. It’s stories, he said.

“There’s nothing in the world more powerful than a good story. Nothing can stop it. No enemy can defeat it

As Simon Sinek wrote in his book “Start with why”, you need to find a cause within your past that is bigger than you and could make an impact on…



Allegue Wessim

Unveiling truths about human potential, confidence, and self-discovery. Join me on a journey to unlock your inner strength