The Dynamic Duality of Branding

Digital Amplification
December 1, 2023
The words “Branding and Marketing” written on a white piece of paper
Digital Amplification
December 1, 2023

Branding is a word that permeates our daily lives in more ways than we often realize. Every day we’re bombarded with branding messages, from the iconic swoosh of Nike to the brown uniforms of the UPS driver to the catchy “I’m Lovin’ It” jingle at McDonald’s. But if you stop and think about it, you might ask yourself, is branding a noun or a verb? Or could it be both? Let’s take a linguistic look at branding, its dual nature, and how marketers use it to shape their message, and the wider world.

The Noun: Branding as Identity

When you first think of branding, you might think of it as a noun. The word comes from pre-industrial times, when farmers marked their livestock with brands to keep them from getting stolen. Today, a brand is like a flag, a symbol, a beacon of identity that represents a product, company, or even an individual. You might think of Apple’s sleek logo, Coca-Cola’s iconic red and white palette, or Starbuck’s green and white logo and their “red cup”. These symbols are the nouns of branding, the tangible representations of a concept.

The Logo

The most recognizable aspect of a brand is the logo, which serves as the visual noun that instantly connects us with a company or product. The best logos are those that resonate with their target audience.

Slogans and Jingles

Sometimes nouns can go audio, when brands are communicated through slogans, like Nike’s “Just Do It”, which challenges consumers to get active and imbues that brand with a provocative attitude, or McDonald’s catchy jingle which has us humming along happily while thinking, “I’m Lovin It.”


Powerful brands are memorable, but they also need to be consistent. The best marketers deliver consistent images, color scheme, and language to strongly reinforce their brand with every message they deliver.

Trust and Reputation

Over time, a brand builds trust and reputation. When we see a familiar logo or hear a beloved jingle, we feel a sense of security in the product or service.

The Verb: Branding as Action

OK, so a brand is a noun, a thing – or set of things – that predisposes us towards a company or product. But hang on there! Branding is more than just a visual identity; it’s also an action. It’s the ongoing process of building and maintaining that identity, of shaping the public’s perception. This is where branding becomes a verb.

Creating an Image

Branding is the process of creating a specific image through marketing, advertising, and communication. It’s the active art of impacting how people perceive your brand.

Engaging the Audience

Brands don’t just sit on a shelf, collecting dust like nouns. They engage their audience through various touchpoints, from social media to customer service interactions.

Adaptation and Innovation

Branding as a verb requires adaptability and innovation. Brands need to stay relevant in a constantly changing world. Apple, for example, continually reinvents itself and its products, and continually tells us about it.


Narratives and stories are an integral part of branding as a verb. Brands tell their story to connect with their audience emotionally. Consider how Disney uses storytelling to create a magical world, linking its entertainment offerings to its marketing messages.

The Duality of Branding: Both Noun and Verb

So, when people talk about “Branding”, they are referencing it as both a noun and a verb. The noun is the face of the brand, the content and symbols and slogans and jingles that represent it, while the verb is the dynamic, ever-evolving process that builds the brand, evolves it, and keeps it relevant. The noun is the stable, recognizable foundation, and the verb is the dynamic force that keeps it moving forward. You can’t have a successful brand without a strong identity (noun), and you can’t have a thriving brand without constant adaptation and engagement (verb). Without one, the other loses its meaning. 

Understanding this dual nature is crucial for anyone in the world of marketing and business. It’s the harmony of these two aspects that makes a brand not just a name, but an experience, a story, and a relationship. Whether you’re starting a new business or working to revitalize an existing brand, remember, it’s not just a noun or a verb; it’s both, and that’s what makes branding so powerful.


An AI writer assisted in drafting this blog. It was curated, fact-checked and optimized by Digital Amplification’s team of marketing experts and professional copywriters. It’s written for marketers and business leaders looking for ways to improve the performance of their marketing investment.

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