What is branding, as defined in advertising companies, and why is it essential to marketing?
Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about strategically seizing every opportunity to express why people should choose one brand over another. In her research paper, “101 Branding”, Molly Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers.”
Branding can be traced to ancient times, when craftsmen often put individual trademarks on their goods, and farmers would mark cattle to deter theft. As civilizations evolved, branding developed as way of differentiating a product from mere commodities – and it expanded with each advance in transportation, communication, and trade. With recent advances in digital communications, branding has evolved to include deeper levels of relationships between brands and customers. We see that especially in digital marketing companies, especially with the introduction of social media, which provides a platform for direct and open communications between customers and companies.
At Zigma8, a full service advertising agency in Iran, we understand that as these relationships develop further, it is becoming more important for companies to use agencies to manage their brands. Our goal as an advertising agency is to work with you to achieve your marketing objectives, integrating and implementing solutions to nurture those brand relationships while also navigating Iran’s vastly different communications landscape.