What is Branding?

Branding is the process of creating distinctive and durable perceptions in the minds of consumers, and effectively communicating a company’s promise to its customers. A strong brand is attainable, sustainable, and is differentiated from the competition, while being highly relevant to customers. A brand must be able to stand out from all of the marketing clutter and noise present in the marketplace today. A successful branding campaign will utilize available touch points (all the various ways and means that internal and external stakeholders come in contact with a brand) to effectively communicate the brand, build strong brand relationships, and conduct inward marketing to help encourage employees to become brand advocates. It is important to note that simply communicating a message consistently is not branding. Rather, branding is communicating a predefined claim of distinction in a strategically planned, consistent manner.

Benefits of Branding

Developing a strong brand can have a substantial, positive impact on a business. With a strong brand, a business can:

• Earn a price premium
• Increase business opportunities
• Recruit the best people
• Protect itself against competitors’ actions
• Increase the efficiency of all communication
• Encourage repeat business and referrals

Resources

Learn More: The Six Financial Benefits to Brand Identity

Learn More: Do You Know What Your Brand Is?

Branding Case Studies