what is branding in marketing

Branding in marketing refers to the process of creating a strong, positive perception of a company, its products or services in the customers mind. It involves establishing and growing a relationship between a brand and consumers, and creating a distinct identity for a business in the mind of the target audience and consumers. Branding is a strategy designed by organizations to help people quickly identify and experience their brand, and give them a reason to choose their products over the competitions, by clarifying what this particular brand is and is not. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base. Key elements of branding include a companys name and logo, visual design, mission statement, and a consistent theme throughout all marketing communications. While branding and marketing are related, they are distinct disciplines. Good branding is strategic, while marketing is tactical. When a company establishes higher objectives and clearly defines its brand promise, it can start crafting a marketing plan thats geared towards achieving those goals.