Branding helps your business create the desired image of your company by clarifying and expanding what your company stands for.

According to Kotler and Keller, “Branding is endowing products and services with the power of a brand.” It helps put your business above the competition by giving customers an idea to attach themselves to. It affects consumers, employees, and shareholders. 

Brand vs. Products

Branding can be challenging to understand, but it helps to know the difference between a product and a brand.

A product is an item or service your company is selling. Although unique products or services are excellent, they can usually be easily copied by other aspiring entrepreneurs.

A brand is the idea and image behind the product. It is the promise made to the customers regarding what the product can deliver. It fulfills the customers’ desires while creating an emotional appeal for customers to attach themselves to. 

Why Focus on Branding? 

So, what’s the big deal about branding? Well, branding has many advantages. Here are just a few of them.

Branding makes your business unique.

In saturated markets where similar products or services are being sold, it can be too easy to get lost among the many other businesses.

However, branding gives you the chance to stand out. Customers may prefer the image and idea you are selling above that of a competitor. 

Branding creates greater customer loyalty.

Although quality products and/or services will be what keeps the customer coming back, you can strengthen that loyalty by giving the customer a brand to attach themselves to.

It is easier for people to connect to ideas and images over products. The customers you bring in through your branding are going to be your ideal customers. Why? Because there was something about your brand that they loved and will most likely continue to love for a long time!

Branding generates consistency.

Consistency is important because it better helps consumers identify your products by giving your company a unique look that can be attributed back to you.

Developing a great brand will make it much easier to release new products or services and provide a framework for your company to work under, alleviating the pressure of figuring out the little details. 

Developing a Brand Guide

The purpose of a brand guide is to solidify your company’s visual design and the voice, tone, and messaging.

Brand Guides include creating and finalizing the logos, color palette, typography, and voice and tone. This can be overwhelming, especially if you don’t have professional design skills. So, don’t be afraid to hire a professional when developing your brand guide. Great designs can really make a difference. 

Where to Apply Branding


Your advertising campaign should incorporate consistent designs and messages.

Some great ideas for advertising include large print advertising, including banners and posters. When designing these, refer to your branding guide to create consistent color schemes, fonts, and messaging.

A fantastic design will catch potential customers’ attention, and the incorporation of your branding guide in your advertisement will help them better identify your products in the market. 

Product and Packaging Design

Try to apply your brand guide to your products and packaging.

Again, it’ll significantly help your company’s consistency, making your business and products easily identifiable to customers. 

Branding helps your business stand out among the competition by generating consistency and amazing design throughout your business’s endeavors, translating into more outstanding sales and customer loyalty.