What is branding, and why is it important?

Branding is not only about encouraging your target audience to choose you over competitors but also about positioning yourself as the exclusive provider of the solution to their problem or need.

The goals that a good brand will achieve include:

• Effectively communicate your message
• Establish your credibility
• Build an emotional connection with potential customers through your product or service
• Encourage the customer to make a purchase
• Foster customer loyalty

Why is it essential for brands to promote themselves and be open with consumers?

Until now, small brands have focused on protecting their operations to safeguard their business. However, in today’s highly connected world, there’s more to gain than lose by being open. With thousands of people connected to us and the power of communication through the Internet, concealing weaknesses only makes us more vulnerable. In an era of widespread information, transparency is key because when everyone has access to it, hiding it no longer serves a purpose.

What is branding, and why is it important?

A brand is unique to each individual. It consists of a combination of positive and negative attributes that we associate with products, based on the information communicated by the company (through marketing and corporate communication) and our personal experiences. As sellers or manufacturers, we can't change the experiences individuals have already stored in their minds. However, we can craft messaging that influences how they perceive our products or services, shaping a positive image that supports our business goals. This process of building a favorable image is known as branding.

How does branding impact our purchasing decisions?

Brand image management is a long journey filled with challenges. It starts in the office of the Director of Communication (or whatever title fits your organizational structure, such as Branding or Marketing), develops in the design studio and advertising agency, and extends to supermarket shelves, newspapers, and websites. Throughout this journey, the brand must overcome various obstacles, such as customers' reluctance to try a new product, competitors' efforts to maintain their market position, and the influence of the many prescribers, influencers, and opinion leaders in our ecosystem.