The American Marketing Association Dictionary defines Brand as the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.” Derived from the term that farmers used to differentiate their cattle from another's by means of a distinctive symbol burned into an animal’s skin with a hot iron stamp, this word is now widely used in business, marketing, and advertising. Brand is the personality that identifies a product, company or service and how it relates to consumers, employees, and investors. It can be a name, term, sign, symbol, design or a combination of them.

Brands are typically made up of various elements, such as:
  • Name: This includes the word or words used to identify a company, product, service, or concept.
  • Logo: This is the visual mark that identifies the brand.
  • Tagline: This would be the descriptor or one-line catchphrase that is associated with a company. For example: Nike’s “Just do it.”
  • Graphics: This is the main visual element that is part of a brand. For example: the ribbon that is a part of the Coca-Cola brand.
  • Colors: These are standard, recognizable colors associated with a brand. For example: Coca-Cola’s red, or Facebook’s blue.

Brand identity is the outward expression of a brand. It includes these elements and is usually assembled by the owner of the brand or a designer hired to create the visual elements of the brand. It reflects how the owner wants the consumer to perceive the brand. This is very important in creating brand recognition and loyalty going forward.

Proper branding can lead to higher sales of a product or service and can create loyalty in a market For instance, if someone loves Nike shoes, he or she is more likely to also purchase other Nike products, like clothing or accessories. This creates brand loyalty. Brand loyalty consists of a consumer’s commitment to repurchase or continue using the brand. Brand loyalty can establish life-time users and in essence, spokespeople for a brand.

It is the hope of most business owners to create an iconic brand, like Apple, Nike, or Volkswagen; however, it is not always possible. For small business owners, having a strong visual presence, communicating your message effectively, and creating positive brand experiences is key. Brand recognition is the most important goal in the early months and years of a company or product’s introduction. It is evaluated, generally as a percentage of the target market. Do your ideal customers recognize you? Can they recall your brand? Do they have positive feelings about your brand? Awareness, and positive awareness, most importantly, helps your brand stand out from the others in this very competitive market.

So, not only are the individual elements of your brand important: your name, logo, graphic elements, colors; all these elements combined (which creates your overall brand) create the experience for your ideal customer. Remain consistent in your message, your visual elements and most of all your customer experience. THAT is the way to create a loyal following and in turn, create customers for life.


Your illustration about brand in business is auspicious. As brand is the real hope of all business owners.


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02/12/2016 9:15am

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in our business.


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08/29/2016 10:05am

very well post for me.

11/08/2016 2:31pm

The American Marketing Association has professionally answered this question that what the brand actually is. And it is truly significant for small businesses and for big investments.

12/20/2016 8:34am

01/08/2017 2:04am

Since the human race invented clothing it has become a lot of things from shields against the forces of nature such as heat and cold to symbols of the individual, culture, affluence, and even social belongingness. They say gazillion of things about the wearer.

01/29/2017 12:09am

Inexperienced real estate agents time and time again get uneducated investors to purchase investment properties which require more time and energy than either suspected when they entered into the purchase contract.

05/09/2017 5:36am


06/19/2017 5:44am

wow! allegorical and incredible post i love you amazing informative content thats great job

06/19/2017 5:48am

A type of product manufactured by a particular company under a particular name that men brand, i-e we are providing leather jacket in the worldwide from our online store getmylether so this is our brand name.


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