What is Modern Branding and Why You Should Care

Branding has evolved massively over the years. In the early days of capitalism, marketing was all about features—what does the product do, and what problem does it solve? Then we moved to the experiences—how does this product fit into your lifestyle? Now, we’ve arrived at the era of identity.

Modern branding isn’t just about what your product does. It’s about what your brand stands for and how people identify with it. Think about it—are you an Apple person or a Samsung person? Do you run on Nike or Adidas? Modern brands that do this well (like Nike) aren’t just selling products—they're associating their brand with movements and values.

When Nike aligns with causes like Black Lives Matter or supports athletes like Colin Kaepernick in the NFL, they’re not just selling shoes. They’re selling an identity, a set of beliefs.

As a tech founder, you need to be thinking about your brand’s identity too. It’s no longer just about the features of your tech solution or even the benefits—it’s about the story your brand tells and how people feel about being associated with it.

Branding today is about building a community around your brand. It’s about delivering value through organic content, being part of the conversations that matter, and empowering your audience to feel like they’re part of something bigger.

Seth Godin talks about the concept of a minimum viable audience—the idea that you don't need everyone, but you need a small group of people who deeply connect with your brand.

When your customers become fans, they do more than just buy your product—they follow your page, they comment on your posts, they tell others about your brand. They become advocates. That’s the real power of modern branding—creating a shift from customers to fans.

It’s also important to understand that branding and social media are deeply intertwined. You can’t really separate the two in today’s market. The way we interact with brands now is through our social media feeds, influencer recommendations, and community-driven movements. That’s why building a brand today is about being part of those communities and actively contributing to them.

Modern branding is what we call strategic branding. It’s based on a clear brand strategy and a defined brand identity that communicates your brand’s values and connects with your audience. It makes people feel aligned with your product and business, not just as buyers but as part of a shared identity.

At Outside Vision, I’ve been working closely with tech companies to understand their challenges in this space, and I hope these thoughts can serve as helpful tips for those building impactful solutions. If you want to chat more about modern branding and marketing strategies, feel free to send me a message.

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