What is Branding?

From a business viewpoint, branding in the marketplace is very similar to branding on the ranch. A branding programme should be designed to differentiate your cow from all the other cattle on the range, even if all the cattle on the range look pretty much alike.

A successful branding programme creates in the mind of the prospect the perception that there is no company, product, service or place in the market quite like yours.

Can a successful brand appeal to everybody? In a word: No! Yet widening the customer base and developing brand extensions are all popular trends in marketing which in the long term ultimately undermine the power of the brand. How to identify and create the differentiating factors that build a powerful future focus for a brand is the role of the specialist brand developer.

Digital Brand Management

The role of a specialist brand developer is to identify and create the differentiating factors that build a powerful future focus for a brand.


Much like a company name, brand, logo, or 800 number, a domain name has marketing value when customers can easily remember and associate it with the organisation. Several million domain names have already been registered world-wide, hence it can be difficult to find a good domain name.

If the required domain is already taken, you may want to ask the owner if it is for sale. A domain name value is roughly 10 times its annual revenue or marketing benefit.

The Role of Branding in Marketing

Marketing has become too complicated. In many companies marketing is done by many different specialists:


• Market research
  
• Product development
  
• Advertising
  
• Sales promotion
  
• Direct marketing and so on.
  

Integrating these specialist groups has become a major activity in its own right. If Marketing is to fulfill its promise as the driving force in a company, the marketing process itself has to be simplified.

So what is the glue that holds the various marketing functions together? It is the process of Branding. Marketing is Branding. Marketing is building a brand in the mind of the prospect. If you can build a powerful brand, you will have a powerful marketing programme.