What is Branding? Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition.  Today brand is a bit more complex, but even more important in today’s world of marketing.

A brand should, therefore, be about getting your prospects to see you as the sole provider of a solution to their problem or need. “It’s all about capturing people’s heart and mind and in order to achieve this you have to be creative and imaginative but most of all practical” Tom Sitati-Daily Nation 2013

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services. It also differentiates your offering from your competitors’.The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.

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The Importance of Branding

According to the American Marketing Association, marketing is a set of activities through which long-term value is created, for both the company and the client.

A strong brand is invaluable as the battle for customers intensifies each day. It’s important to spend time investing in researching, defining, and building your brand.Branding is strategic and marketing is tactical and what you use to get your brand in front of consumers. That is why it carries a great deal of importance in a business or organization as well.

Branding serves as a guide to understanding the purpose of business objectives, enabling you to align a marketing plan with those objectives and fulfil the overarching strategy.

The effectiveness of brand doesn’t just happen before the purchase, but it’s also about the life of the brand of the experience it gives a consumer. Did the product or service perform as expected? Was the quality as good as promised or better? How was the service experience? If you can get positive answers to these questions you’ve created a loyal customer.

Branding creates loyal customers and also creates loyal employees. Brand gives them something to believe in, something to stand behind.  It helps them understand the purpose of the organization or the business.

By Carol Elly- Assistant Administrator, Business Development & Client Service