The utmost desire of every businessman is to position his organisation or products and services in the market place in such a way as to give distinctive identity. Branding is a core part of this process. In my words, I define branding as the process of determining how customers see you and your products or services. It is the strategies and activities needed to build a strong brand. A brand therefore is an identity, a personality, that which distinguishes a company or its products from that of competitors, and thus enabling customers to recognise and form attachment to it. This article highlights how branding can improve your company, be it an e-commerce or any other business.

The Elements of a Brand

The major elements of a brand that makeup the brand’s identity is: name, logo, symbol, colour, design and the process to create brands itself.

Brand name: – this is the word or group of words, or acronyms or abbreviations used to identify an organisation, product, service, or concept For example, MTN for a network company.
The Logo: – the logo is a visual trademark that shows the brand. MTN logo is easily known across Nigeria and the rest of the world.
A Tagline or Catchphrase: – this is a short but emotionally motivating phrase or sentence that is intended to give reason for buying from you. For example, Silver Bird 93.7 has as a tagline ‘this radio station has been altered to make you happy.’ ‘No other station does it better’
Graphics: – these refer to the images that identify your products or services. For example, if you are a documentation specialist, perhaps you want to include a key board with human finger on it as your graphics. A cargo clearing agent may want to add a vessel loaded in an open sea or an aeroplane in his graphics.
Colours: – the colour you use could become associated to your products and services. For example, MTN uses the yellow white combination
Tastes: what tastes are you selling to the public, quick satisfaction like indomie noddle? Or durability like in Mercedes Benz? This should reflect in your brand or product personality.
Benefits of branding:

A brand serves both functional and emotional benefits.

Functional benefits of a brand: the brand serves to state the products and services delivered by the organisation and how it works better than other organisation.
Emotional benefits of a brand: the brand serves to elicit strong feelings of customers to develop loyalty. For example, MTN has as a slogan “everywhere you go” this sends the information quickly of uninterrupted network even in remote villages – everywhere. This appeals to the emotions of network users and makes them stick to the MTN network. UBA has the tagline “Africa’s largest bank” sending the message that your investment or savings with the bank is safe.
Importance of Building a Brand:

What are some common brands you know? MTN, GLO, UBA, Channels TV? All have something in common – they convey personality, and are easily recognizable. There are a lot of advantages in making your company or company products or services branded. The following are some of the basic benefits of a brand.

Higher sales
Increased market share
Customer loyalty
Higher growth

http://www.clearingandforwardingnigeria.com/how-branding-can-help-your-business/