Branding is a process of developing an emotional connection with the audience. The key is to convert the prospect into a customer and a customer into an enthusiast.
From a logo, brand guides, a website, to personas, it's critically important to deep dive into developing personas understanding the mind of your customer. Branding is one of the most effective ways to empathize with and analyze customers.
‘Mike the Mechanic’ is a persona for an industrial distributor of motors and services. Mike supports the production line, he wants to 'look good' before his peers, he respects and fears the plant manager, and he is worried about being replaced by robots.