Why branding…

Not until the full arrival of manufacturing consistency (commoditization) did branding become a major point of focus for marketers who soon realized products could easily be matched by competitors, along with any unique claims. Throw in the advent of the Internet which enabled consumers to instantly compare features and pricing, and the importance of being seen as – unique – grew stronger and more urgent.

Today, marketers know that (product/service) benefits alone are no longer the differentiators they once were, so branding has become the go-to means for company recognition and revenue generation. Fortunately, the same branding approaches used by bigger organizations can be used by smaller ones – and not only does it makes sense that they do, thanks to technology, it’s never been easier to begin.