Everyone’s talking about branding for a good reason:

Your brand is the identity of your company. It’s what sets you apart from your competitors.

Everything about it should evoke certain thoughts or feelings in your customers, compelling them to want to do business with you. Because your brand is your primary means of communicating what your company stands for, it extends far beyond just your logo or website.

Branding is even more important now that people have increasingly more access to products and services from anywhere in the world. A standout brand is the best way to attract their attention, but first, you need to know exactly who your customers are and what appeals to them. You should view the process as an opportunity to get more deeply in touch with your customers’ perspectives and expectations in order to craft a brand identity that truly speaks to them.

Read Jonathan’s full article on BPlans.