The Importance of Strong Branding

Marla Miller

Developing strong branding will help your business stand out from competitors, build trust among customers and boost your visibility in the marketplace.

Strong branding involves visual identity elements, helps focus on the company’s mission and vision, serves as a strategic guide and directs marketing efforts saving time and money. It can encompass everything from a name, website, logo, advertising, and business cards to people’s perception of a company’s customer service, reliability and reputation — along with how they feel and think about that company or its product. It could be clothing, food or a service or experience, but it’s why people are willing to pay for quality, integrity and a brand name. Think Coach, Lexus and Rolex. The purpose of a brand is to create an identity that resonates with people; it influences how people perceive you and reinforces the emotional relationship that is at the heart of a truly successful brand.