Smart and strategically targeted Branding, combined with expertly implemented Graphic Design is crucial, and is not an unnecessary embellishment. It is particularly important in today’s challenging market conditions.
Branding is one of the most crucial (and one of the most misunderstood) aspects of marketing. The importance of effective branding cannot be overstated. People buy brands, and don’t just purchase on price. Good brands are often the biggest – sometimes the only – differentiator between products. An obvious signature of a brand is a name and /or logo, but in truth, smart companies realise that the perceived value that is formed in the minds of (prospective) customers, across multiple communication touchpoints, is more accurate to what the brand really is. Many companies invest huge resources in developing their brand profile – often more than they put into developing their products or services. Think of the cola marketing wars, the Nike check mark. Nike does not manufacture running shoes – that’s all contracted out – it sells and markets a brand.