A brand is much more than just a name or logo associated with a product or service. Branding is the strategic process of creating an identity and reputation for a company or product in the mind of consumers.

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This identity goes beyond surface features to encapsulate the values, personality, emotions and experiences that people associate with that brand. Strong branding elicits a gut-level response from customers, building loyalty and driving sales. For example, when you see the Nike swoosh or bite into an apple-shaped logo, you immediately connect it to athleticism, excellence, simplicity and innovation.

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Branding involves defining your target audience, identifying your differentiating qualities, and consistently conveying what your brand stands for across every touchpoint. This could be through visual identity like logos and packaging, messaging in advertisements, the tonality used by salespeople, and the user experience of interacting with your products and services. Every element should work together to reinforce the desired brand image. Effective branding makes a promise to customers about what they can expect from your offerings. It transforms an abstract product or company into something distinctive that people can connect with on an emotional level. In a crowded marketplace, branding is what sets you apart in the hearts and minds of your audience, but you must have a plan!

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