The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” A company’s brand is their identity; it is what allows your potential customers to see you in the sea of all your competitors.
A good brand should deliver a clear message, confirm your credibility, motivate the buyer, emotionally connect to your target customer, and establish user loyalty. A brand will give your customer something to relate to, and therefore keep them coming back to you.
As more and more companies start popping up, it is crucial to be able to stand out from your competitors. If a potential customer is looking for a particular product or service, what is going to make them pick you over all the rest? A good image or brand.
If you are just starting your company, branding can often take a backseat to more important aspects of your company, such as product development, expenses/funding, etc. It is important to not forget about branding, because it is often what will provide you with the most success for you company.
Often logos and branding go hand in hand, but they are completely different. A good logo, is just one aspect of a brand. Your brand can also include business cards, letterhead, clothing, banners and posters, cards, placards, etc. Even the name of your company is part of your overall brand. It’s important that the name of your company portrays who you are and what you do or represent. How you communicate to your customers is also an important aspect of branding. A logo is just a symbol for your company. A brand is who you are, and how you communicate that to your customers and the whole world.