Branding is important not only because it makes a memorable impression on consumers but it also allows your customers and clients to know what to expect from your organization. It is a way of distinguishing yourself from the competitors and clarifying what you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Contrary to popular belief, branding is not an “expensive marketing tactic that only big brands use”. On the contrary, branding has a lot to do with common sense and is heavily influenced by the market you’re in and the level you want to play at. Branding involves a consistent mix of different competencies and activities, so its cost can wildly differ from case to case.

Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business, and increase brand value – but it can also do the opposite if done wrongly or not at all.