Great branding makes a company more desirable to its target audience. A company like Starbucks or Apple is more valuable because of branding alone. While a product or service is important, it is the brand that makes the company stand out from the other companies in its industry.
Branding is the first impression your company will have on a prospect. A strong brand is able to express the importance of their drive, products, mission, policies or services to their customer base with good branding. In order to form a bond with the customer, a brand needs to be transparent and authentic. Branding is the combination of marketing and advertising elements that form a cohesive snapshot of a company. Without a good branding strategy, companies are not going to be able to express their nature to their customer base. As branding gives values and benefits insight into a company, it helps them form a bond. Customers are more likely to care about a brand when they understand what the direction of the company is and “buy-in” to the feeling the brand portrays.