No matter how superb your products or services are, you still have the need to make them known to prospective customers; the process of doing that is called branding. Now, if you think that marketing is releasing brochures, writing online articles, putting up billboards here and there, etc., then you have to ask yourself: “For what am I doing all these for?” And the answer should immediately come clear to you: So that your customers will know why they should do business with you. They deserve to know what makes your products or services special. They have to find out what you can offer which others can’t offer (or offer well).

Here are three important aspects of a good branding campaign:

Message – Once you know what sets your products or services apart from those of your competitors’, then you can make a crisp, smooth, and catchy message along with it. Research successful advertising campaigns and figure out what set their messages apart from others. Also, focus on how you say the message too. Maybe the concept behind your message is good, but with many good concepts out there, customers will be more responsive to the style of presentation.

Logo – A verbal message, of course, isn’t enough; the effect of the campaign can be heightened by creating a logo. A logo unites all the parts of a verbal message. Logos are more easily appreciated by the visually inclined than text. Furthermore, while people may not remember the entirety of a verbal message, people quickly remember what a logo signifies when they see one that is familiar to them.

Feedback – How does the audience react to your campaign? Do they like the campaign? Are they receptive to it? What features of the campaign did they like or dislike? You should take the time to get answers to these questions so that you can improve your campaign in the future. You can determine how the audience reacts to your campaign by checking out the Internet, especially blogs and social networking sites where plenty of discussions proceed. Determine if the campaign has any impact on your sales by checking out relevant statistics. Also, can you quantify the effects of the campaign in dollars gained (or lost, if unsuccessful)?

Branding isn’t just another catchword – it represents the ultimate goals of marketing. It shouldn’t be executed only once and left to the mercy of the market; it should be continuously adapted to changing times.