When they say a brand makes consumer buys a good, it is a guff. When they say a brand doesn’t matter but a quality of the good does, it is the same guff. Both matter. When you have a good quality coffee but packed with a poor name, ugly packaging, and unattractive colors, people will likely shift their attention away from your coffee. The opposite of the quote don’t judge a book by its cover, cover matters. It attracts people to try to take a good look on what you have to offer. As how it is, business needs branding and it is the specialty of branding consultant.

A brand is not a mere name with logo attached. A brand is something more a business has to represent all of its identity. People choosing one good from thousand variations offered is not only because of the quality. They certainly don’t have the time and money to try them one by one just to find out which one is the finest. Other factors support their decision. For example brand A has similar quality of brand B. However brand A has easy to tear packaging and the name of its brand has ring to what it has to offer. Therefore the tendency of people choosing brand A is higher.

If brand is more than a name and logo, then what is the exact meaning? Cambridge dictionary defines it as a type of product made by a particular company. However language evolves. Brand in marketing field is not defined as a mere product. Even the word brand has begun to be used conventionally to convey its meaning as more than a product. Seth Godin, an author of Linchpin defines brand as the set of expectations, memories, stories and relationships that taken together accounting a consumer’s decision to choose one product or service over another. If a business has a strong brand that fulfill consumer’s expectations through memories, stories, and relationship, consumer is likely to flock to it over another.

Thus branding is something that must be done for a successful business. Branding certainly can be done by the said business itself however it involves various experts compiled into a smart marketing strategy. It needs deep and thorough research and application. Hiring a branding consultant is a wise move as it can suppress business spending for possible mistake occurred.