Every communication decision impacts the impression a brand makes on an audience. When figuratively and literally putting their brand in the hands of their audience, businesses transmit messages about their values and strengths. Visual characteristics such as colors and typography, the tone the company uses to write or speak about itself and the media through which the company appears combine to form a perception. All points of public contact offer an opportunity to communicate a strategic brand image. Branding's power is its ability to influence behavior.
Positive experiences associated with a defined brand are key to winning loyal support.
Missed opportunities can prove fatal in a climate of instant viral communication. A strategic and thoroughly implemented branding program is a necessary element of planning for all businesses, from the simplest to the most global and complex.