BRANDING

Branding draws attention to distinguishing features of your company in comparison to the competition. It is advisable to trigger enthusiasm for your products and services this way. The first impression you make on your customers is most important. Nowadays, a potential customer’s first contact is with your web- or social media presence. Therefore, the goal is to evoke a positive emotional response at this stage and convey a clear message about what your company has to offer. 
An emotional response can either enhance or diminish the positive aura of your brand. This aura is based not only on the physical product, but also on the customer's perception of your company and their experience with the product. This is an important factor to consider when developing a marketing strategy in order to stand out from the competition.  
According to the Harvard Business Review, branding helps you "express your core purpose and communicate it to your target audience." Accurate marketing triggers your products to be easily recognized in the future. In addition, you are obligated to ensure that your brand promise remains consistent across all marketing campaigns. 
Currently, consumers expect more from companies than just functional performance. They want to feel like your brand speaks to them in an authentic and meaningful way.