In this, the age of the customer, brand building is more important than ever to help differentiate offerings and create long-term customer value.


Creating a compelling brand identity will help to give an organisation, no matter the size, an easy to recognise and unique professional image. This will initiate and sustain communication with the target audience and create a base for success. An effective brand identity helps to manage the perception of a company by the external audience and enables the organisation to differentiate from the competition.


Further, effective branding conveys respect for the target audience and makes it easier for them to understand the features and benefits of any given organisation. For instance, a new product design or a better retail environment can make customers happy and create loyalty.


An effective identity includes branding elements from all possible touchstones with the customer, elements such as a name that is easy to remember, a distinctive package design for a product or the copy used to communicate with the audience.


Coherent brand communication, across the range of branding touchpoints, sends a strong signal to customer about the focus (and desirability) of a company, and will, in final analysis make it easier for a customer to purchase the product or service of an organisation.


Making it easier for the customer to buy isn’t just about the bottom line and single unit sales. Effective branding sees the brand of an organisation from the customer’s point of view. As Peter Drucker (aka, the the founder of modern management) has it:


Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.