To understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognizable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. The objectives that a good brand will achieve include: - Delivers the message clearly - Confirms your credibility - Connects your target prospects emotionally - Motivates the buyer - Concretes User Loyalty Typical branding packages include: - Logo - Tag line - Business cards - Brochure - Website - Social media account set up Branding is also a way to build an important company asset, which is a good reputation. Whether a company has no reputation, or a less than stellar reputation, branding can help change that. Branding can build an expectation about the company services or products, and can encourage the company to maintain that expectation, or exceed them, bringing better products and services to the market place. Those are the mechanics of Branding, the deliverables, but what about Branding as a strategy? What is branding to Stratosphere Studio? Branding is also about knowing who you are, why you are different, and how to make those differences known. When branding becomes a culture, wonderful things start to happen. You start to build a following of people who begin to tell others about your brand. BJ Bueno covers this concept of “cult branding” in his book Customers first.