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Branding is one of the most important aspects of any business, large or small. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly is “branding”, and how does it affect your business?
Simply put, your brand is your promise to your customer. It’s the metaphorical heartbeat of your company; your reputation and perceived value. It tells your audience what they can expect from your products and services, and it differentiates your offerings from your competitors’. It’s a foundational piece in your marketing communication and one you do not want to be without.
Your brand resides within the hearts and minds of your customers, clients, and prospects, derived from who you are, who you want to be, and who people perceive you to be. It is the total sum of their experiences and perceptions—some of which you can influence, and some that you cannot.
Branding is all about building, guiding, and managing those relationships—shaping the feelings others have about you, what you do, why it matters, and why they should give a damn.
In a way, the goal of branding is to own the feeling that motivates your prospects to act. It’s a tool that we use to connect to those around us, and—when used effectively—can provide tangible growth and tremendous value.