Branding, as defined by the American Marketing Association is essentially the art of naming, assigning, signing, designing, using symbols or as a combination used to identify a product or service. Therefore one must understand that branding is not about getting your target market to choose you over the competition, but it is about getting your potential customers to see you as the only one that implements a solution to their problem. business branding helps create a perceptual image in the minds of your audience. Whenever i think of a particular product for example, cosmetics, the first brand that comes to my mind is Bodyshop. This is also known as positioning. Branding for business is what sets your business apart from the others.
The most sought after element of branding is achieving Brand Equity. Companies create brand equity for their products by making them memorable, easily recognizable and exceptional in quality and reliability. A clear mission, vision and consistency will help attract your potential customers, help hire the right people and develop products parallel to your vision.
Mass marketing campaigns help create brand equity. It is all about enforcing the right method of communication. Brand communication can be well-established if the company is authentic, consistent and has a good story that crafts the initiative of your business venture.
Practicing what you preach is the best way to please your customers. Keeping it consistent will bring you loyal customers and topped with a good story will help build trust and appeal to the customers.