The meaning and importance of branding
Before we get into what branding is, we need to have a solid foundation of what a brand is.
A brand is a collection of experiences and associations with a business in the mind of the customer. It is what the customer thinks about the business when she thinks, looks and hears the business. It is created through every interaction of the customer with the brand.
While businesses mainly focuses on its brand for its customers. It also exists in the minds of yourself, your team and any of your external audiences.
In this day and age, there are more touchpoints than ever before.
Branding refers to the process of integration of marketing planning, creativity, communication, new media, products, online and offline marketing in the life cycle of products, enabling users to form a clear recognition and brand of the business and/or its products. In doing so, the company become the first choice when customers need the products and services she offers. At the same time, branding is a way of defining and differentiating your business to yourself, your team and your external audiences.
How can brands be able to manage their touchpoints and be able to provide meaningful experiences to their potential customers?