In a conference a few weeks ago, a graphic designer and I sat down where everyone was exchanging business cards. I checked out his logo, and he read the name on my business card.

"I know that logo. We've been in contact in the past," I said.

"That's right. I know your name," he said.

Though we weren't able to determine when or why we'd exchanged mail previously, we assumed it had been at least five years back. Neither of us has an exceptional memory. Instead, he had created unique visual identity for his design services, and I had devoted effort to linking my name with creative marketing.

For about five years his look and my standing had lurked in the other's memory banks, whilst thousands or hundreds of thousands of other business identities had come and gone without leaving a substantial trace. Why? Memorability. It demonstrates a vital element of successful branding.

What is Branding?

Branding is the technique of creating unique and durable perceptions in the minds of people. A brand name is a persistent, unique business identity intertwined with associations of personality, quality, source, preference and much more.

Although a lot of people associate brands with major companies, the smallest of companies may use branding techniques with great returns. When a home-based craftspersons ties a beautifully designed label on all her products revealing the story of who she is and where her designs originate from, she's branding her work. When the local market packages groceries in bags having its company logo in place of generic "Thank you!" or ordinary bags, it's branding. When your logo is exhibited with any of your internet marketing opportunities, it's branding.

While we relate brands with national brands such as Crest, Huggies or Healthy Choice, branding doesn't necessarily need the budgetary resources of Procter & Gamble. Branding doesn't even need a product or a tangible shipping system. Branding comes with repetition and that is quickly done with any internet marketing procedure.

Methods of branding include association of a company with logos, distinctive colors, slogans, musical sounds or tracks, unusual qualities, mascots, presentation, an interesting name, behavioral hallmarks and much more, readily implemented for the home based business too.

Why Branding Pays Off

Time, money and energy used on branding comes back many times over when the process plays out smartly. Here's why:

1. Memorability. It's easier to recollect the branded company compared to the "what's its name?" one.

2. Customer loyalty. When people have a good experience with a special brand name, they're more likely to buy that product again as opposed to contending companies.

3. Familiarity. Psychologists have shown that familiarity induces taste, which helps make even non-customers more likely to recommend a brand name they know.

4. Top quality graphic, premium price. Branding could lift what you sell out of the realm of a commodity, with customers prepared to pay out more for the well-branded products.

5. Extensions. With a well-established company, you can spread the value you've attained to a related new product, service or branch more easily.

6. Greater company value. Creating your company into a brand name typically means that you could get a higher price for the company when you choose to put it up for sale.

7. Lower marketing expenditures. Even though you should invest money to create a brand, once it's made you get a bigger bang for every marketing buck using it.

8. For consumers, less risk. Individuals often go for the brand-name supplier over the no-name one when afraid of the outcomes of a mess up.

For all those reasons and even more, branding fattens your bottom line.

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