Branding is the process of creating an identifiable and distinct image of your company that sticks in people’s minds every time they interact with your business. It represents who you are as a company and how you wish to be perceived.
Branding begins with a competitive analysis to help reinforce your marketing efforts since market industries are constantly evolving and you must do the same. Effective branding gives companies a competitive edge and connects their mission, purpose, and values with their customers. People want to work with and buy from brands that are familiar, memorable and align with their own values.
Why is branding important? Branding can change how people perceive your company, drive new business, increase brand value, improve employee pride, and create trust – but, it can also have the opposite effect if done wrong, or not at all.