Branding is the process of creating an easily identifiable and positive image of a company. It involves combining elements such as logo, graphics, mission statement, and consistent marketing communications. Effective branding differentiates a company from its competitors. It is achieved by:
- understanding the target market and responding to its needs and values;
- defining the brand in ways that resonate with the target market;
- providing clear and truthful information about how the products improve customers’ lives;
- perfecting visual presentation and customer interaction, especially in eCommerce where the customers cannot touch or feel the products;
- giving back through discounts, promotions, loyalty programs, and more.