At its core, a brand is a combination of a symbol, logo, color and/or the name of the company. That said, in the mind of the consumer it can represent something much more meaningful; it is the entirety of all their interactions with a company’s different touchpoints. Proper branding is emotional in nature and when done right can influence a number of positive client behaviors such as: customer loyalty, word of mouth, or even willingness to pay premium prices.

Across the board, we find that companies with brands that are perceived as strong by their customers consistently report healthier margins than their competitors. The road to becoming a recognizable brand name in your industry is not a straightforward one. For instance, a minimum and consistent 5-7 brand impressions are needed before someone will even remember your brand. However, the payoff of becoming recognizable is well worth it!

As it stands, very few companies excel in all aspects of branding and its rendered all the more unfortunate when you consider that a lot of their problems usually stem from issues that can be easily addressed. Some of these can range from inconsistency across different platforms, not using a strong visual, not responding on social media and just plain making the brand too complicated.