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. Creating a Brand 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.
Some Brand examples are, Amazon, Google, FaceBook, Coca Cola etc., you get the idea.
You can consider a brand as the idea or image people have in mind when thinking about specific products, services and activities of a company, both in a practical (e.g. “the shoe is light-weight”) and emotional way (e.g. “the shoe makes me feel powerful”).
It is therefore not just the physical features that create a brand but also the feelings that consumers develop towards the company or its product. This combination of physical and emotional cues is triggered when exposed to the name, the logo, the visual identity, or even the message communicated.
The objective is to attract and retain loyal customers and other stakeholders by delivering a product that is always aligned with what the brand promises.