Branding is the process of creating a brand. Without a doubt, branding is very important, as it involves clearly positioning your company or product in your target market. Also, it entails devising a brand strategy, creating a brand name, defining your company’s tone of voice and designing corporate and/or product identity.
Similarly, using water as an example, how do several companies around the world sell the same product and convince the market to purchase their water over their competitors? The simple answer: a great brand! For this reason, some brands market their features to encourage people to buy them. As a result of this, you might buy a bottle of Pump for sport as their bottles feature a pop-top for ease or you might buy a bottle of Antipodes or VOSS for their trendy glass bottles.
Again, think about this, San Pellegrino has positioned itself as a luxury brand and is usually what is served at a 5-star fine dining restaurant, whereas Mount Franklin in comparison, has branded itself as accessible and affordable and is found in so many outlets. Undoubtedly, all of these brands have a purpose and take into consideration their niche and/or target markets. As this is what makes a good brand stand out.