Branding is one of the most important aspect of any business. Your brand is more than just a logo, name and slogan. Your brand has a purpose. It’s a promise to your customer and a cohesive experience that tells them what they can expect from your company, product or services.
Your brand is derived from who you are, who you want to be and who people perceives you to be. Who are are should be based to some extent on who your target customers want and need you to be. You can’t be all things to all people. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. In addition to generating revenue, brand equity makes your company itself more valuable over the long term. Does your company follow a defined strategy for your brand?