Summary: Successful branding allows you to effectively manage the perception of your company.
Your brand encapsulates everything to do with your business; it is your message to your audience and how they perceive your business.
So key points that you should consider when thinking about your brand are:
A successful brand delivers all of the above through their marketing materials and company ethos.
Your brand is a combination of the materials, actions and deliverables that your business presents to the world. If you send out a confused message it has the potential to give the wrong impression to your customers.
You might make the most amazing product, offer the best service, but without successful branding, your business might be lost amongst the crowd.
A logo/identity is an important part of your brand, it acts as an identifier - something that is easily recognisable and encapsulates your company's aspirations.
Well simply put, a logo will be shown on every piece of marketing material associated with your brand. It is the mark that identifies you to your audience. A strong and professional identity is essential in developing a cohesive and consistent brand.