• Branding is a powerful and sustainable high-level marketing strategy used to create or influence a brand. It is used to generate a perception of, and thus a response in relation to, a product or company.

    The power of perception (a brand) can positively influence buying decisions by:

    • creating an affinity or emotional connection with the consumer
    • providing justification for paying a premium price for a service or product
    • creating loyalty to the product or organisation
    • demonstrating the quality and benefits of a service or product and the company behind it.

    Acquiring more loyal customers (who are happy to pay a premium price) is what many successful businesses strive for, and that’s what the marketing strategy called “branding” is all about.

    How can your business benefit from this thing called branding?

    Branding creates a brand – and you are branding your business or product whether you realise it or not. The question is “what perception are you allowing prospective customers to form, and is that perception costing you sales by giving them the wrong impression in relation to your competitors”?

    High quality strategic branding creates competitive advantage by:

    • creating a positive perception in the minds of target customers (and staff)
    • positioning and differentiating you in relation to your competitors
    • relating to and positively influencing customer buying decisions
    • developing, managing, and building the value of your brand
    • making it difficult for competitors to match your professionalism or positioning
    • positioning companies as employers of choice.

    Branding can also deliver real internal benefits. It can play an important role in improving organisational culture and unity by:

    • clarifying brand values and brand personality
    • clarifying who you are and what you represent
    • giving staff an identity they can understand and be proud to be a part of.

    And this, most importantly, fosters consistent projection of the intended brand externally.

    Why do some think it’s a waste of time?

    Sadly, many businesses take a reactionary approach to operating and building their business. Consequently, they never achieve the level of success that is attainable within their market. Many businesses are unaware of the benefits of strategic branding or the business lacks the time or skills to formulate well-engineered long-term plans and strategies. As branding falls into the longer-term category, it is often disregarded as too hard, too costly or even too boring!

    Many business owners have no real understanding of branding and the impact it can have on the health of a business over time as well as immediately. They are often unaware of (or refuse to acknowledge) how “that airy-fairy branding stuff” impacts on themselves and others. Consequently they conclude that it’s of little or no value to their business.

    But branding has been proven to be one of the most effective marketing strategies available to business, and it’s the smart businesses that make the investment in branding and put it to very good use.

    So how do you create a brand?

    A good place to start is by developing or clarifying your Brand Strategy or at least creating a solid Brand Foundation.

  • Our goal is to create some clarity through concise and consistent definitions. If not for the entire marketplace, then at least for our own clients.

    A “Brand”:

    The perception of a company, its subsidiaries, and/or its products in the minds of the audience.

    In an effort to reconcile the idea of branding an object or entity with a mark or name, many consultants refer to our definition of Brand as “Brand Image”. By our definition, names and logos are not brands, and an object cannot be branded – a logo is not a piece of red hot metal. Adding a logo or brand identity to something is not branding that thing, and referring to a product or company a “brand” only adds to the confusion. Rather, “branding” can be used to create or alter the “brand” of a product or organisation.

    Branding + Interaction & Experience = Brand.


    The cognitive sum of sensory and emotional experiences. A perception can be conscious and/or subconscious.


    The process of creating, maintaining, strengthening or changing a brand.

    “Brand Identity”

    All visual devices/communication used to:

    • help form a brand
    • identify the company, product and/or brand to the audience
    • Read more on how we take advantage of themed brand identity


    The commercial functions involved in transferring goods from producer to consumer.

    See our successful branding examples

Ready to talk?

(08) 9381 4447

Stop by and talk to us:

3/73 Troy Tce

Jolimont WA 6014

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