A branded link, sometimes called a vanity URL, is a customized short version of a long, complicated URL.
By making a link more familiar and user-friendly, you can get more audience engagement and a higher click-through rate to your content. They're shorter, more memorable, and they reinforce brand recognition.
So, instead of: misterpencil.com/latest_updates/scoop-up-savings-this-spring
The branded version could be: MrPencil.news/scoop
The link takes your audience to the same page with a smarter, shorter link.