Branding is a long-term plan to develop and pursue the specific goals and objectives of a brand. A brand is not only a product, service, logo, or company name.

It is much more than that; it encompasses all that is intangible, and it is the intangibility that separates brands from each other. A powerful brand is of enormous value for an organization, regardless of its activity, size, invoice volume, etc. But, for that to be a fact, it implies, first of all, the definition of a solid brand strategy, a strategy that establishes the foundation for the construction of a brand.

Branding is a set of actions that are conceived to define, manage, and maintain certain significances associated with an organization, a product, or a service. It means that it has to be in people’s minds for the longest period possible. Thus, a brand strategy must turn the service or product into a unique and desired solution for its clients wishes and needs.

At the same time, branding has to be the transmission belt of the company’s corporate strategy and marketing, a catalyst for change, and a fundamental inspiration for all the actions, behaviors, and decisions that the organization endeavors to make.

Branding also has to work as a platform that allows for coherence in all of the internal and external messages, providing an answer and meeting the desires of the consumers for its products or services in the short, medium, or long term. And above all, it must constantly adapt to the context since everything is connected.

Branding is a tool that organizations use to attractively and sustainably present and promote their brand, values, and positioning. An effective branding strategy is vital to attracting and retaining clients and customers.

In an ever-more competitive world, companies tend to adopt branding as a strategy of differentiation from the competition and growth. This is a strategy that aims to reinforce the positive points of the organization, strengthen its image, and attract clients and prospects.

When executed properly, as Public Relations Portugal does, it allows clients and prospects to look to the organization as a potential provider of their desired services or products.