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Branding is the process of creating a unique and distinguishable name, logo, image, symbol, word, sentence or a combination of any of these. Companies use branding to establish a notable, differentiated and exclusive presence in the market in order to distinguish their product from competitors and attract and retain loyal customers.
Branding is often seen as one of the company’s most valuable assets. It represents the face of your company, who you are and what you stand for. Your stakeholders often have an emotional attachment to your brand, whether good or bad, which makes it crucial to uphold the integrity of the brand.
To create your company brand, you must first determine your brand identity and how you want to be perceived by your target audience. This should be a true representation of your company to avoid miscommunication and subsequently increase brand loyalty. A successful brand can carry a huge monetary value, for example in 2016 Apple ranked #1 in Forbes’ ‘World’s Most Valuable Brands’ list with a value of $154.1 billion.
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