Marketing 101-Why good branding sets you apart from your competitors?

Branding in business is more important than ever before.  The heightened digital communications expose consumers to new brand messages daily.  The competition is fierce as viewers are inundated with more choices, making it harder to gain new customers.  Many believe branding is a logo and the business name.  Branding goes beyond a logo, mark, or statement, it evokes the feeling behind the message.

But really, what is branding?

There seems to be a lot of ambiguity around the notion of branding. The American Marketing Association states, “a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”  In essence, branding can be something that people can trust and believe in when it meets their expectations.  

According to Marty Neumeier overview in “The Brand Gap”, refers to branding as “a person’s gut feeling about a product, service, or company”.  Branding is the feeling about a company that evokes recognition, support and ownership.  A brand is an experience for everyone about a product or service.

So, why is it critical to brand in business?

Excellent branding increases business.

Like an outstanding reputation, branding helps drive customer eyeballs to your advertising. Consumers trust the brand, learn from it, and believe the brand will fulfill their goals. The value meets expectations. Not only will customers believe in the brand, but employees will feel a stronger sense of pride and ownerships with excellent branding.

Creates trust in today’s multi-media world.

Relationships are built on trust. Customers can relate to the human side, meaning a great story about your brand will spear positive emotions and understanding. The business brand is more than monetary value, it’s about the people, employees, stakeholders and consumers that help build the brand. The more trust in the brand, the more consumers will seek out the brand across multi channels and mediums.

Great brands breakthrough the clutter
Advertising your brand will help maintain customers, retain employees and gain new consumers. A colorful, unique, and inspiring brand will standout and entice consumers to read more about the product or service.

Branding is essential when trying to generate business. Customers will feel good about the brand, which will equate to the reputation of the company. A great brand will have no problem gaining new customers or referrals. A business with strong branding will create an edge over the competition.  

Jennifer Bushong, MA is the owner of JBe Marketing Group, LLC., a full-service marketing and communications firm in Washington State. Bushong earned a Master of Arts in Journalism with a concentration in public relations from Kent State University and graduated cum laude with a communication degree from the University of Washington.  To connect, email or visit


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