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Branding doesn't just mean having a nice logo or website but involves embedding an identity and
feeling into every aspect of the user experience. Branding starts far before post production sales
or promotion. It starts when the product is being developed. Ever opened the box to a new Mac computer
or an iPod? Even the subtle experience of opening a box reminds the user about the brand. Whether your product
is a service, a retail outlet or a website the end user should have a good experience.
Gone are the days when branding just meant advertising.
Every element of a user experience is the brand. Branding in this age of outsourcing, abundance and creativity starts with the product itself, then how it is packaged, then how it is purchased and finally how it is used. Every step along this path (and there can be many) are an opportunity to build brand equity and loyalty with today's users who almost certainly could chose a competitor.
If your thinking that branding is only for companies who make things then think again. Every company or organisation who provides a service or product already has a place in the consumers mind, be it good, bad or average.
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