What do you think of when you hear the term brand? Does a particular company come to mind? What is it that makes that brand memorable to you?

A brand is considered by the American Marketing Association, as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

The most important job of a brand is to distinguish you from your competition as the only business that can provide a solution for their needs.

The objectives that a good brand will achieve include:

• Delivering a clear message
• Confirming your credibility
• Connects to your target prospects on an emotional level
• Motivates a sale
• Establishes customer Loyalty

In order for your brand to succeed it is important to understand who your customers are and what they want. Your target audience should be the driving force behind your brand identity. Different demographics of customers perceive images and colors differently, so understanding who you are targeting is crucial to delivering the right message    

A strong brand will stay in the hearts and minds of its clients. Creating an emotional connection between your brand and your customers can guarantee their loyalty for years to come.  A resilient brand is priceless especially in markets where so many options in who to buy from are available. Spend time investing in researching, defining, and building your brand, and you will see your investment flourish. Remember your brand is a foundational piece in your marketing communication and one you do not want to be without.