Your brand represents who you are, what you stand for and how you behave. In a digital age you aren’t competing with local businesses anymore, you’re in fact competing on a national and sometimes global scale.
Unfortunately a lot of businesses seem to think that their branding is just a logo. However relaying solely on a logo as the face of your business is never going to get your company message and its values across to your audience. Think about brands such as O2, the brand design is more focused around the imagery they use (i.e. the bubbles, photography, the water and the colour blue) as oppose to the actual logo its self. So O2 can use their branding on marketing materials, and their audience would know that it was them without their logo even being present – this is how branding helps to tell the story of your business. This is what branding is all about.
Many businesses are bought and sold on the strength of their brand. Likewise consumers buy from a company because of the way the brand makes them feel. At the core, branding is an emotional experience. The thing about brands is that people love them. A strong brand will always be referred and will more than likely ensure customer loyalty. However those without a strong brand or memorability, most likely won’t; this is because people don’t often talk about brands they can’t remember.