Everything boils down to creating a ‘brand identity’. It defines who you are and what you do. The magic lies in defining the entire company’s business and work ethics into just a few basic and emotional words.

Branding is important because in many cases the businesses fail to highlight their USPs and create a connection with the customers although their service or product might be top notch.

On the periphery branding seems like a very easy task, but it is not. Branding involves a lot of brainstorming, understanding the roots of the business, the culture of the business, the product or service and how does the business stand apart from other competitors.

Branding must be simple and clearly understandable to the customers. It should easily communicate with them. Companies with clear stories can directly target customer’s emotional quotient. As the management pundits say, “People don’t buy what they don’t understand”.

Branding must be authentic. Simply creating a logo does not amount to branding. It must include words of passion with which you set up the business and at the same time you must not promise the things that you don’t have or promise to do in the future. Sure, it may help in the short run but if you fail to deliver, it will soon turn out into poor customer experience.