Branding mostly is a symbol that identifies a company or a person from the rest of its competitors. It gives customers an idea upfront on what services or products a company or person has to offer by just looking at their symbol/logo or names. Basically, associating the name and logo/symbol of a company to its underlying products or services.
By looking at the "M" symbol of McDonalds from afar you'll know for sure that you'll get fries and burgers if you happen to stop by, and tons of information/products of watches when you come across the word "TIMEX".
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Hope that helps in some way.
Brand can be defined as the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product.
Thus branding is nothing but building a good and favourable image of a product or a company in the minds of consumers and giving competition to its rivals. Its role in advertising was unappreciated for a long time but times have changed and today it commands a lot of importance. It is necessary to know and understand the needs and the mentality of the consumers for effective branding. Branding can be applied to any business, organisation or product. It is often called as the foundation of marketing and an extremely essential component of business strategy. Thus it is a blend between art and science.
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design" (such as a logo), 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.
Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
The objectives that a good brand will achieve include:
•Delivers the message clearly
•Confirms your credibility
•Connects your target prospects emotionally
•Motivates the buyer
•Concretes User Loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.
A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.