Branding is long term strategy and plan to develop and pursuit 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 an 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 basis to the construction of a brand.
Branding is a set of actions that are conceived to define, manage and maintain certain significates associated to an organization or a product or a service. It means that has to be in peoples minds for the longest period possible. Thus, a brand strategy must turn the service or product in an unique and desired solution for its clients wishes and needs.
At the same time branding has to be transmission belt of the company’s corporate strategy and marketing, a catalyser for change and a fundamental inspiration to all the actions, behaviours and decisions that the organization endeavour’s.
Branding also has to work has 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 a short, medium or long term. And above all it must adapt, constantly, to the context, since everything is connected.
Branding is a tool that the organizations use to present an promote, attractively and sustainably its bran, values and positioning. An effective branding strategy is vital to attract and retain clients and customers.
Ina a ever increasing competitive world, companies tend to adopt branding as strategy of differentiation from the competition and growth. This is a strategy that aims to reinforce the positive points of the organization, strengthening its image and attracting clients and prospects.
When executed properly, as Public Relations Portugal does, allows that clients and prospects look to the organization as a potential provider of their desired services or products.