A brand is more than just a name, a logo design. It is everything that
encompasses your organization and helps to set you apart from others. Think
of a brand like a person, each individual has their own personality, way of
dressing, communicating, their own values, friends, characteristics and
story to tell. It is this that makes up who we are and it is also these
characteristics which make a brand.
People don’t tend to have relationships with products, they’re loyalty and
commitment is to the brand. If no branding were applied to the product of
bottled water, your consumers would buy just water and any water, it didn’t
matter which as they all look the same.
Brands provide consumers with reasons to choose their products or services.
A company that communicates a clear brand promise and actually constantly
delivers this promise over time, will probably build a solid number loyal
This is why strong brands are often perceived as “shortcuts” in consumers’
purchase decision process. A consistent and clear offering together with a
positive brand experience puts the customer at ease, because they know
exactly what to expect each time they engage with the brand.
Branding is more than just a fancy marketing term. Branding for companies
has grown in importance over the years and for some it is now even included
on the balance sheet. Why? Because to have a valuable brand helps to
develop a profitable business. Yes it will be adapted and modified
over the years but a strong brand that is able to adapt will survive any
test of time and guarantee future business.