I was once watching a thrilling horse race. It was neck and neck, and the two leading racers pushed themselves to the limit. As they crossed the finish line, it looked like a perfect tie—I was already splitting the prize money between them in my head.
Well… I was wrong.
A slow-motion camera angle revealed that one of the horses had won by just a nose. And just like that, the winner got ten times the amount the second-place racer received.
Now, let’s bring this back to business. Does the same principle apply? Not really.
In business, if customers are confused between you and someone else, you lose. Unlike a horse race, there’s no second place—you either own your customer’s attention, or you don’t. That’s where branding comes in.
Branding Is the Art of Radical Differentiation
Branding is all about standing out so boldly that no one mistakes you for someone else. If your brand feels too familiar or similar to another, you’re already losing customers to confusion.
Now, here’s where many people get it twisted: when I mention the word brand, most think of a logo, product, name, positioning, or marketing. But none of these things, on their own, define a brand.
The closest synonym to a brand is reputation.
Your brand is the sum total of all the feelings people have about your business—whether they are customers, non-customers, or competitors. A brand is not what you say it is; it’s what THEY say it is.
Your job? Influence that perception.
And you do that through:
Your brand identity (logo, colors, fonts) Your name Your message Your positioning Your marketing
All of these fall under branding, the strategic process of shaping how people feel about your business.
Why Should You Bother with Branding?
I’ll give you just one solid reason: Branding helps you sell MORE to MORE people for MORE years at HIGHER prices.
Branding is about building a tribe—a loyal group of people who don’t just buy your products but believe in your brand.
Here’s an example you probably know:
Back in 2013, during the launch of the iPhone 5S, Apple sold 9 million phones on the first day.
That’s impressive, but here’s what’s crazy:
Some people camped outside Apple stores for 14 DAYS before launch. Many already owned an iPhone—but still lined up for the new one. Apple customers celebrate being the first in their city or country to buy an iPhone.
This isn’t just brand loyalty—it’s cult-like devotion. And it’s not about the product; it’s about the brand.
Now, you can look at this in two ways:
“These people are crazy.”
OR “How can I get my brand to inspire even a fraction of this loyalty?”
Because if you figure that out, you won’t just have customers—you’ll have die-hard fans.
And that’s the real power of branding.
Klein Socrates
Branding and Marketing Strategist
