A brand is anything that identifies a product, service or business. It can be a strapline (slogan), logo or symbol, jingle or most commonly a name. Branding is how this is seen in the marketplace. The long term aim of a successful branding exercise is to raise brand awareness. This refers to the buyer's abillity to recognize the brand, logo, strapline, jingle etc and identify with the product.

The key to successful branding is to create a certain expectation associated with the brand, that it is unique, with certain characteristics that will be remembered, making a product relevant to it's target audience. Working on the principle that buyer's don't purchase because they view it to be better, but more familiar to them, creating brand awareness and recognition is the key to any new advertising or marketing campaign.

Branding also has an impact on how staff members view the company product and also their ability to promote and sell it within the business and private community. Failure to believe in your branding will show through any sales pitch you make, compromising your business and on the contrary a branding refresh can generate new enthusiasm for your company product.

Is your business branding due an overhaul?

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ARE rebrand to ARE Creative
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