What is Branding? The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
A good branding strategy should:
- Deliver messages clearly
- Confirm your credibility
- Connect your target prospects emotionally
- Motivate the buyer and create user loyalty
A good way to answer the question, “what is branding” – is to think about something that triggers associations in our minds. It is about creating an identity and setting one company apart from another.
A company’s branding includes all the elements that make up a brand, whether logo, packaging, reputation for customer service, reputation for patient-centered care, self-serve options, low price, or high quality.
Ultimately, your brand is a promise to your customers. It is crucial to invest time in researching, defining, and building your brand. A strong brand is invaluable in today’s world of infinite choices, because it is creating a brand that keeps customers loyal and coming back.
Some business may think they can’t afford proper branding. We would argue that you can’t afford NOT to. Remember, branding is not just for large corporations. When customers have seemingly endless choices, this marketing strategy provides a competitive edge. That is the value of creating a brand for small businesses.
See examples of our favorite brands here.