What Is Branding? (And Why It's Essential for Marketing) Before we dig into rebranding and how to rebrand, let's talk about the starting point: branding. Think about branding as a representation of a service or product. For example, when you think of Coca Cola, you likely think of their iconic, red logo. This is a large part of their brand. Exposure to it, marketing, and promotion have created this association, especially if you happen to be a part of their target audience.