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 customers.


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. 


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