To make a brand is tough job, which requires several factors to be taken into consideration. A branding company need professionals and experts to work together to make a compelling brand name. The branding agency should have responsibilities that include the name, brand architecture, brand positioning, brand portfolio, brand identity, guidelines, research and analytics, brand logo and design, internal banding, packaging design, band communication strategies, management and experiences.

Company branding is very important right form the establishment of the company moving along the company’s peak performance as well. If this is not done, later it comes extremely difficult and challenging to change the public’s perception of the brand once it has taken hold of it.
Honestly, an excellent branding can even lead to monopoly status. Branding serves to build an individual, familiar, memorable image and steer the reputation of a brand. A brand can become a cult brand, if its branding is underpinned by continuous and consistent brand management.
The core foundation of a company is its brand’s reputation and the built of its loyal customers. Therefore, it is more than just a superficial marketing element like the style, the looks of the logo. Branding should be done in such a way that the emotional gut feeling should trigger its customers.

Branding campaigns isn’t a paid activity, a program or a solution, is what most people don’t understand. Neither it is a phrase, or a slogan and it’s certainly not a logo. To build a brand is a life long process of a company to make it a success.
To “get the word out” the alternate is to spend a lot of money paying for marketing in many different types of media. Now, that’s an expensive way of building a brand, and here is your clue. If the functioning of your company is not at the same high level you’ve promised in your marketing, the market won’t believe you. Hence, it becomes very expensive way to build a brand indeed.

A brand relaunch helps to extend the life cycle of a brand. However, it offers not only opportunities but risks as well. Their effects must be considered. This is why it is enormously important from a brand strategic viewpoint that the core of a brand and with it the unmistakable identity of a brand takes a central role during the entire relaunch process. A strategically developed positioning is also essential; it has to be credible, attractive, superior, and therefore sustainable.

A strong brand is essential for the survival of founders and their startups, but often they cannot yet properly define the power of their brand and all too quickly get lost in marketing. They would have all the prerequisites for swift brand building if they started immediately to systematically store their attitudes, ideas, and performances in the brand, focus on building it, and position themselves clearly and distinctly in the market.
Because startups usually do not have an extensive track record of performance, they at least bundle their founding personality, their (product) ideas, and their vision – this is the brand capital that constitutes their good reputation and earns trust.

Best package design in the world instantly engages customers on rational as well as emotional levels.
Packaging should sell. Packaged product should out-compete or out-think every surrounding brand on any shelf of a store. Failing to stand out often means failure of brand who can rarely get a second chance.
If this task is executed in the right way, a brand can have tremendous impact on sales. Moreover, highly effective packaging is frequently the most efficient and cost-effective investment a brand can make. Less than 1% of customer visits a brands website, but 100% of them interact with the brands packaging.

Sellers often underestimate the security function of a brand. As a consequence, brand management was considered to be an unnecessary management discipline in the B2B sector right into the new millennium. Even today, a number of preconceptions still persist that hamper brand management in the B2B environment.
Because negotiations in the B2B segment are primarily with purchasers or corporate buyers, it is often assumed that decisions are made mainly on the basis of price. However, various studies – among them the first study examining brand management in the B2B sector – have shown that buyers indeed apply other purchasing criteria: security, simplicity, and their personal relationship with the seller.
Because of increased competition (for instance from foreign providers), market saturation, and increasing price pressure, more and more B2B companies are realizing that the brand plays a major part in the organization's success and therefore strive to engage in professional and systematic brand management.

In the past, B2C brands were characterized by nice design and huge budgets for online and offline advertising – but little content. However, saturated markets, increasing transparency, and social insecurity made customers more skeptical and at the same time more demanding.
These days, the success of B2C brands no longer depends on winning discount battles with interchangeable products. Brand success now relies on clear differentiation from the competition, high attractiveness of a brand for consumers, and building trust for long-term customer loyalty.
In our highly developed, individualized, and globalized world, people try to give meaning to every moment of their lives. This opens up new consumer markets and new potential for brands, their relevance, and their values. It is essential to understand: The B2C brand is less and less an expression of what the customer is but rather of what he wants to be.
Digital business models offer B2C brands a new kind of customer relationship. Constant dialog with the customer at the various touchpoints of the brand that helps brand managers find out what customers expect and, ideally, to exceed these expectations. This results in successful customer retention and a high recommendation rate, as well as clear differentiation through the brand.

A brand is weak when it cannot communicate its values – or when it is incapable of asserting a price premium for the added value it offers.
Why does this happen? Weak brands usually have a low profile, are insecure, and unclear in their communication. At their brand touchpoints they do not deliver a clear brand promise. The result: Neither employees nor customers know what the brand stands for, so they don't find it attractive.
Brand weakness is often a mark of those brands that consumers consider to be interchangeable. For many people, for example, butter brand x and butter brand y are interchangeable; the same goes for cotton pads or flour brands. Airlines are interchangeable when travellers look for a cheap direct flight from A to B. The focus here is not on brands like easyJet or Ryanair, but on the transport. So, if a customer has no preference for an airline, its brand offers no discernible added value and can be called a weak brand.
Consistent and sustainable brand management can prevent a brand from deteriorating from a weak brand into damaged brand.