Study after study has shown that most customers associate only one or two attributes with any organization, product or service. Well thought-out branding allows organizations to have some control over what those attributes are — if they are relevant, compelling, and most importantly, consistent with what will motivate purchase or usage of the product or service. Without the control branding makes possible, organizations are often just guessing.

Proper brand positioning within the context of a company's competitors can transform an organization from an "also-ran" to a race-winner. Good brand message can move customers through the buying stages methodically — from considering, to preferring, to purchasing — and if done right, even proceed to referring and recommending it to others.

Branding can produce benefits for organizations like decreased price sensitivity, increased customer loyalty, increased independence and superiority over competitors, and increased prospects for future growth through brand extension. Branding can be as important to an organization's survival as its people and raw materials.

Companies can begin the branding process themselves. And if they are diligent to it, they can transform their organization's brand reputation completely in-house. It's helpful (sometimes even critical) to have outside objectivity. Most of the common mistakes companies make are the result of being too close to the situation. But just knowing that is half the battle. If you work hard to seek out objective viewpoints and perspectives, and listen to them, you can avoid the pitfalls of making the wrong claims or stating them in ways that are not credible or relevant to customers.

The central elements of a brand include a positioning strategy (the brand's intended position in the market — how it is different), a positioning statement that articulates that difference clearly, its graphic identity (logo and tagline), its marketing communications materials and messages, and its touch-point style — the style with which the company interacts with customers.

Branding can be complicated and it can take time. But at its core, branding is no more than telling a story about who an organization is and bringing it to life so it captures your intended customer's attention and advocacy.   ~