Branding

As a marketing concept, most businesses are familiar with the term “branding” and have used it to some degree in how they present themselves to the public. But familiarity often breeds neglect, and most companies never grasp the full potential of the process. There’s more to branding than having a nice logo and a catchy sales pitch, which is why “branding” is commonly referred to as “corporate identity”. It goes well beyond a recognizable label on product shelves.