What is Branding?

Branding is one of the most important aspects of any business, large or small, retail or B2B.
An effective brand strategy gives you a major edge in increasingly competitive markets. But what
exactly does "branding" mean? How does it affect a business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your
products and services, and it differentiates your offering from your competitors'. Your brand is derived
from who you are, who you want to be and who people perceive you to be..

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

Why is strategy important?

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering
on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels
are also part of your brand strategy. And what you communicate visually and verbally are part of your
brand strategy, too.

Consistent, strategic branding leads to a strong brand equity, which means the added value brought
to your company's products or services that allows you to charge more for your brand than what identical,
unbranded products command.

“Entrepreneur, either your brand is distinct or your brand is distant.”

Across All Norms

The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment.
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable.