The 3 Pillars of Branding

Nathaniel Bastin
4 min readAug 30, 2023

Branding — where to start?

To the man on the street, it all seems deceptively straightforward — logos, colours, and fonts.

And, by contrast, for many in the business world, the field of branding can often feel too vague to fully grasp.

Truth be told, we branding aficionados haven’t always explained our discipline as clearly as we should have.

In reality, it’s both deeper than the layperson thinks, and clearer than we marketing executives often imply.

Allow me to demystify.

At its heart, there are three pillars that make up the field of professional branding.

They are:

  1. Brand Development
  2. Brand Management
  3. Brand Activation

Now, give me just a few minutes to explain, and I promise you’ll see branding in a totally new and comprehensible light.

Let’s delve in.

1. Brand Development: Crafting positioning and identity

Imagine meeting someone for the first time.

You form an almost instant impression based on their appearance, what they say, how they say it, and more.



Nathaniel Bastin

Full Stack Brand Builder | Published in “The Startup”, “Better Marketing” & “Entrepreneur’s Handbook” |