Branding is a marketing practice in which a company creates a name, symbol or
design that is easily identifiable as belonging to the company. This helps to identify a
product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a
way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. Or Your Branding is what other people say about you when you’re not in a room.

Why Is Branding Important?

Branding is absolutely critical to a business because of the overall impact it makes
in your company. Branding can change how people percept your brand, it can drive new business and increase brand awareness.

Branding Gets Recognition

The most important reason branding is important to a business is that it is how a
company gets recognition and becomes known to the consumers. The logo is the
most important element of branding, especially where this factor is concerned, as it
is essentially the face of the company. This is why professional logo design should
be powerful and easily memorable, making an impression on a person at first glance.
Printed promotional products are a way of getting this across.

Branding Increases Business Value

Branding is important when trying to generate future business, and strongly
an established brand can increase a business’ value by giving the company more
leverage in the industry. This makes it a more appealing investment opportunity
because of its firmly established place in the marketplace.

Improves Employee Pride And Satisfaction

When an employee works for a strongly branded company and truly stands behind
the brand, they will be more satisfied with their job and have a higher degree of pride
in the work that they do. Working for a brand that is reputable and help in high regard
amongst the public makes working for that company more enjoyable and fulfilling.
Having a branded office, which can often help employees feel more satisfied and
have a sense of belonging to the company, can be achieved through using
promotional merchandise for your desktop.

Creates Trust Within The Marketplace

A professional appearance and well-strategized branding will help the company build
trust with consumers, potential clients, and customers. People are more likely to do business with a company that has a polished and professional portrayal. Being properly branded gives the impression of being industry experts and makes them public feel as though they can trust your company, the products, and services it offers
and the way it handles its business.

Branding Supports Advertising

Advertising is another component to branding, and advertising strategies will directly reflect the brand and its desired portrayal. Advertising techniques such as the use of
promotional products from trusted companies such as Outstanding Branding make it easy to create a cohesive and appealing advertising strategy that plays well into your
branding goals.

Branding Types:

Name Brand Recognition: A well-established company will often use the weight of its own name brand to extend to its products. Most often, a company with large name brand recognition can be recognized by its logo, slogan, or colors. Companies such as Coca-Cola, Starbucks, Apple, and Mercedez-Benz is all iconic while featuring multiple subsidiary products featured under the company name.

Individual Branding: This strategy involves establishing the brand as a unique identity that is easily recognizable. General Mills, for example, distributes Cheerios, Chex, Cinnamon Toast Crunch, Kix, Total, and more—and that’s just the cereal division. The company also distributes other major brands from every food group.

Attitude Branding: Ambiguous marketing can often go above the actual product itself in the case of attitude branding. Other brands, such as Apple and Ed Hardy, also reflect a customer’s self-expression.

“No-brand” Branding: A minimalist approach can speak volumes. No-brand products are often simple and generic in design. The most successful company to establish this marketing method is the Japanese company, Muji, which simply translates to “no label.”

Brand Extension: Brand extension occurs when one of your flagship brands ventures into a new market. Say you have a shoe company that is now making jackets, athletic wear, and fragrances. The brand name carries its own identity to your product mix.

Categories: Branding

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