Branding is a lot deeper than we might realize when we’re reading about the newest marketing fads on the internet. Branding has everything to do with identity: Who are you and what kind of business are you? What’s your name, and why should others remember it? How do you and your brand make people feel? The answers to these questions should be related to your products and services – but not limited to them. Your brand is what makes your business feel like a person, and a person is more than an automatic vending machine, business transaction or product, a person has a personality, and just like a person, your business’ brand needs to show its personality.
Your customer’s relationship with your company begins and ends with your brand. What keeps your business profitable is, of course, sales, but the ideal customer comes to buy from your business or use your service specifically because they want to support your brand, not just because they want a product. That’s why it is important to really identify clearly who your ideal target customer is.