Branding is about creating a unique name and image for a product in the consumers mind. Instead of activating buyers through marketing campaigns and “forcing” them to buy a product, branding is both preceding and underlying marketing activities. To become a memorable identity in the subconscious of the consumers mind, the company needs to establish a personal and emotional connection.
Therefore a brand needs to have an identity, a story to tell and above all, representing a lifestyle with certain values and beliefs customers can relate to. A brand should express the essential truth or value of an organization or the product. It helps the customers to define who they are. From this foundation establishes the emotional attachment to the customer.