What Branding Is
So what is branding, anyway? Branding is the process of building a positive collection of perceptions about your business in your customers’ minds. Customers of your business may make a purchase (or avoid a purchase) based on their perception of your brand.
When people encounter your business’s name, they automatically conjure up impressions and memories that determine what they believe about you:
Sources: Their notions may be the result of communications you’ve had with customers, or they may be the result of good or bad publicity or word-of-mouth.
Exposure: Your customers may have a deep well of perceptions about you, or your slate may be nearly clear of any impressions whatsoever.
Regardless of whether the beliefs a customer holds about you are many or few, good or bad, or accurate or inaccurate, they comprise the image of your brand in your customer’s mind — and they influence how your customer thinks and buys.
Your brand image lives in your customers’ minds, whether you intentionally put it there or not. Branding is the route to making sure that the brand image you have is the brand image you want.