Branding, by definition, 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.
There are many areas that are used to develop a brand including advertising, customer service, promotional merchandise, reputation, and logo. All of these elements work together to create one unique and (hopefully) attention-grabbing professional profile.
What is the target audience?
Needless to say, all clients are not the same. An important task that we have with a new client is the discovery of who they are and how they fit in within their marketplace. Discovery seems like such an obvious course of action that it need not be addressed. But it does. Even the smallest of businesses can benefit from the process.
While many marketing directors have strategic branding plans in place and know exactly where their corporate, sales, and product and services’ strengths and weaknesses fall vis-à-vis their competition, many do not. Additionally, start-up companies may have studied their potential market, but have yet to define the branding component of their marketing efforts, while small businesses frequently have not had the time nor staff to dedicate to these efforts.
For organizations without a branding platform, a marketing communications project brings them to a crossroads, where they have the opportunity to select an avenue that will help them create their niche in their marketplace, or wander down a path in a direction unknown.