Branding is being able to capture your prospective clients and being their ONLY solution to their problems or provider to their needs. This is usually accomplished by a NAME, SLOGAN and or DESIGN.
The reason a brand is needed is:
To get your message out clearly; as a business you have to be able accomplish that goal. If your not getting your message across the right way, there can be room for misunderstandings. This can lead to the loss of current and future clients.
To confirm your credibility; as a business you have to stand behind your products and services. GOOD or BAD your products and services will always be connected to the brand you build. e.g, if I see a LOGO of a company that manufactured a product with bad quality, it’ll be hard to trust anything connect with that LOGO. The logo is a brand of that company and anything connected to it will possibly have the same reputation.
To motivate the buyer; It’s all about the customers! Your brand should not only cater to your business but also to what the public wants! If your brand is not sticking to the consumers; that means something is not working. ALWAYS keep in mind YOU are YOUR brand and it represents YOU!
and last but not least to build up customer loyalty; after your brand is established loyalty is built. You won’t do anything to tarnish your brand and your customers will continue to support it.