Evoking images of cattle farms and iron tools, the concept of branding has moved beyond the simple marking of an item with a name. Branding has evolved into a term that encompasses the complete picture of a company. It includes not only the name and recognizable symbols of a company (such as packaging or logos), but also the intangibles that a company is known for. The ‘vibe’ of the company: steadfast and dependable, quirky and fun, health conscious; whatever atmosphere the company strives for – all make up part of the company’s brand and help identify the company to consumers.

There are several qualities of a successful brand. Branding clearly delivers a message about your company – without saying a word. Through the packaging, paperwork, customer service – every aspect of your company should deliver a specific message about your company. A successful brand also connects to buyers on an emotional level. Customers identify with certain qualities, and look for brands that support their internal view of themselves. Customers who want to be thought of as trendy will be drawn to a company whose brand is trendy and relevant, for example. A strong brand will both motivate a buyer and create customer loyalty.

Through the process of branding, a company has the ability to forge ties with customers – both existing and potential. Before launching a marketing campaign, spending the time to carefully consider the branding will ensure that the message of the company is delivered. If a company neglects to develop their brand, the brand will be a conglomerate of ideas that may not reflect the true intent. In this age of digital marketing, branding is even more important than ever. Carrying a company’s brand through websites, blogs, digital marketing campaigns as well as printed materials is essential to establishing a trusted, recognizable brand.