Why you should invest in branding

Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand.

The proccess

The branding process is the systematic approach used to create, communicate and strengthen a firm’s brand. It consists of a number of sequential steps. These steps may vary depending on who is implementing the process and the specific outcomes the firm is trying to achieve.

For example, a design-oriented firm may focus on the design of a logo and other materials used to communicate the brand. A promotion-oriented firm, on the other hand, may emphasize increasing the visibility of the brand.

Usually, the best results are achieved by taking a balanced approach that devotes sufficient attention to each phase of the process.

When do you need the branding process?

Common situations that do require the full branding process include:

Repositioning a firm to compete with a new set of competitors

The merger of two firms with different brands

The launch of a new firm

A major change in strategy or direction

The emergence of a new competitive advantage

The addition or loss of a high visibility expert

The launch of a significant new service line

The “commoditization” of existing services