Before we get in to the point of this post I want to share an example with you. I have a friend who travels always with the same airline wherever he goes and I asked him why?
He described me the amazing experience he have from the easiness to book online, the kindness of the people on the travel office when he has had to call them, the trust he feels when he travel, the high quality of the company and that they treat him like an important person. This in other simply words is branding.
Branding is your promise to your customers. The uniqueness you have put in your services or products that resonate with the people you want to attract and makes it different from the competitors in your niche. It says them what to expect from your products or services. Branding is a strategy that included a part of who you are, who you want to be and what people will perceive as you.
These is a powerful aspect of every business, large, medium, small, retail, B2B because it give a sense of entity that people will take as alive. If you are a person of this world then you are a ¨victim¨ of powerful branding strategies implemented by big companies.
For example: if I ask you which one is your favorite computer company what would you say: Apple or Microsoft? The answer seems to be obvious. The same will occur if I ask you which one you prefer: a Ferrari or an Opel?