Think McDonalds, Apple, Coca Cola or Nike. Can you see the golden 'M', the apple, a red bottle and the Tick? These companies have managed to ‘burn’ (the word ‘brand’ comes from the word 'burn on Old Norse) those images into our minds so that customers instantly associate the product with the company logo. Also think about the feelings or motions that these company names bring to your mind.

Branding makes you stand out from your competitors. It creates a bond between your product and your customers and, apart from the visual image, it will bring up some memories, feelings and emotions that will make customers choose your product/service over similar ones in the market.

Customers are bombarded with similar products every day. The objective of your company branding is to generate an identity for your product that your customers will recognize as unique and special, and that will make them want your product over others.

Branding is not only for big firms. When you start a new company, your branding will be the way to tell your customers the idea behind your business, its value and objectives. Every company, no matter how big or small, should take their branding strategy very seriously, establishing the objectives first, and addressing the market that they want to target.  Logo, HTML sends, colours and website, all need to be designed and planned to convey the message that the brand wants to present to the public in a simple and direct way.

The main objectives of branding are:
•    To deliver the company message and values
•    To separate the product from its competitors
•    To develop customer loyalty
•    To emotionally engage customers with the product

A well-established branding plan will have your customers buying your products because of how they feel about them, more than for what they actually are. If you manage to create and maintain a successful brand that is trusted by your customers, it will not only sell your product but also any other products that you associate to the brand. You need to be consistent, and let the core principles of your branding strategy drive all your business actions through all the communication channels, so that your message is perceived as authentic and trustworthy.