When a customer decides to buy a product, most have a slew of questions they would like the answer to. Is it a good quality product? Does this company stand by what they make? Do they offer support? Do other people like me think this product is best for them? Unfortunately, most products don’t have these questions answered right on the front of the package. So how will their decision of dish soap ultimately be made? Or more importantly, their choice of attorney or legal representation. Law offices and law firms are certainly not exempt from this idea of branding.

The answer is branding. When a customer thinks of a certain brand they should have an idea of the company’s reputation and the quality of that product. A product having a certain brand associated with it automatically instills that sense of trust in customers because they are familiar with it because of some advertising that has told them about the product, perhaps peers have discussed this specific product, and in the situation where a company makes more than 1 product, customers who had a positive experience are likely to continue selecting form that brand’s offerings.

A company’s market identity is defined by their brand – everything they stand for, their product, and every aspect of the business lives behind a brand. This is why brand marketing is an important strategy for every business, regardless of industry. Even brands that specifically sell their products as a cheap generic alternative aren’t free from this area. Target, Walmart, and other major retailers have begun their own lines of generics, from food products to home goods, and they maintain consistent branding across these lines, regardless of how distant the product offerings are.

This kind of trust and relationship building between brands and consumers is what branding is all about. Branding campaigns are carried out through other, more specific marketing initiatives which are designed to promote brand awareness and engagement with customers.