When Will Branding Help?

When ever I sit down with owners of companies it is inevitable that the question arises, “When will branding help?”

The easy answer to this is when the perception on the street isn’t what you, the leader of your company would like it to be. If your market doesn’t having a flattering opinion of you – branding can help. If your offering doesn’t differentiate itself from other similar competitive product offerings and you can only sell on price – branding can help. If your sales staff are tired and unmotivated – branding can help. If you’d like to freshen up your brand set forward on a new more aggressive path – branding can help. Branding can also help to uncover issues and circumstances that are acting as barriers to your growth. It can also help to establish a more appealing brand that attracts potential investors or buyers. Branding, dives into the heart of your business and reveals compelling positions and opportunities. It strengthens perceptions and invigorates stakeholders, encouraging them to be advocates for your brand. A reinvigorated brand can do wonderful things. Branding is a top-down initiative that requires a visionary as a leader. It is not for the weak of heart or will. It embraces change and encourages leaders of companies to step up.

Most companies don’t address their brands but chose to allow the marketplace to define them. These companies look like the competition, sound like the competition and battle on price with the competition. These companies believe that their brand is their logo and that changing that logo will eliminate any issues that they are suffering. This is one business majority that you might want to steer clear of. This mob, don’t believe that they can have any affect on their brands. These brands allow the economy to affect them and in doing so are sheltered from opportunity.

When will branding help? Branding helps very day, every month and every year that inspiring leaders embrace opportunities and refuse the negative. Branding helps when it is your goal to over-deliver and make your relationships with your customers top priority. Branding always helps.

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Author: Ed Roach (238 Articles)

For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. If you'd like some help in allowing your brand to lead contact me. I've just released my first printed book, "101 Branding Tips - Practical advice for your brand that you can use today." Get your copy from Amazon.com and the Amazon Kindle Bookstore. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com


  1. Brand Value is ultimately what is considered by the consumers in the  market.

  2. Developing a brand means convincing the qualified leads to think that your particular product will provide solutions of their problems or improve something in their lives.
    This article is very helpful as well as in branding. :)

  3. marielainaperronedds says:

    Thank you for sharing. Branding can be a very difficult thing to achieve especially for smaller businesses.
    Marielaina Perrone DDS

  4. Certainly branding lends a hand to build a reliable client for your business. If you offer well-organized services & peoples doesn’t knew about it subsequently it is might be thrash your business. Apart from that very nice post & thanks for sharing!

  5. I agree with these tips. I think this is especially important if your small business derives most of its business from the internet. If utilize local classifieds or online buying and sellling it can be important to have great branding so consumers recognize you.

  6. Branding is making the difference on a daily basis, for an online or offline business. Also, personal branding is very important.
    If you sell B2B services and you buyer has to choose between a brand and a non-brand, with the same prices => in over 99% of the cases it will choose the brand