What is a Brand?A brand is a name, term, product or identity that sets a company or product apart from their competition. These differentiating factors create a unified position in the market so that the brand resonates with its audience and every marketing initiative is aligned. Brands are used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.
Too often, small business owners overlook developing their branding platform and bypass developing a true marketing plan and strategy. This is often because smaller companies require more lead generation to sustain in today’s market, while branding can seem like a lower priority because it takes time, consistency and investment to truly reap the benefits.
While it may be attractive to jump straight in and start doing PPC or SEO to generate leads, it may also be a huge mistake. There’s no way to truly know how to reach your goal unless you have a strategy. Otherwise, you’re just spending money, hoping for the best and taking whichever job or sale comes your way.
A well-developed brand is what takes a company to the next level. Even when bad things happen to well-known brands, in many cases, people will still use them because they know who they are.
Branding is the key to building your company’s reputation rather than your own, which ultimately enables a business owner to start duplicating himself through processes and his employees.