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The Importance of Branding

The Importance of Branding

The leading US business magazine, Fortune, defined branding as “something that makes people pay more for your product/service even though it’s the same as a competitor’s”. To decide what that something should be depends on your understanding your customer – back to your market research!

Branding is a promise to your customers – a promise of quality, of consistency, of usability, of durability – all the things that help make your product or service special in the minds of your customers.

And so it is important that you plan your branding carefully. If you don’t, it will happen anyway – customers will create a ‘brand’ in their own minds for your product, but it may not be the one you want. Follow the advice in Next Steps below.

Think about where you would like your brand to be ‘positioned’:

Describe your brand.

Next Steps

The keys to building a strong brand are:


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