What is Branding?

The term ‘branding’ refers to a structured process by which an organisation works to differentiate itself and its offerings from the competition.  Above almost everything else across the board, an effective brand strategy can give any business a major competitive edge.  Far more than simply the name, logo or colour scheme of the company, your brand represents your promise to your target audience.  It communicates to existing and prospective customers alike exactly what can be expected from your products and services.  It also tells them what it is that makes you different – why they should choose you and your business over your competitors.  Your brand represents a cross-section overview of who you are, what you do and your reasons for doing it.

Discover what it takes to build the kind of brand that sets you apart from the competition with this insightful tutorial.  Explore a detailed definition of branding, along with an introduction to the key characteristics of a strong brand and how to identify your most appealing features and qualities.  Learn how to create a mission statement, establish a strong vision for the future and gain that all-important competitive edge.