Before starting a brand optimization effort for your own business, you first need to understand how branding works. Brands are very important and powerful tools in the world of marketing and advertising. A company with a successful brand means customers reward that company with higher revenue and profit, while a company’s negative brand image could become catastrophic to its existence as a going concern.
In addition to telling a story about a company, a brand can target a specific customer demographic. Since branding works by association, a particular tagline, logo, or image can represent the company to a target audience. The higher the positive recall rate of a brand, the higher sales and profitability could rise.