Is branding important? The benefits of branding – creating customer loyalty and generating revenue – seem obvious but developing and maintaining a consistent message that resonates with a target audience can be a significant challenge.

Unfocused marketing efforts often lack the emotional appeal needed to connect with the target audience. Without a clear and concise message, a brand is just a brand: “a name, term, design, or symbol” as defined by the American Marketing Association. What makes a brand stand out among the rest is a full sensory experience. If you consider Mercedes to be a luxury item then that’s a brand! If McDonald’s is the first fast food restaurant to pop into your head when you’re craving a burger then that’s also a brand!

When you see a Starbucks commercial and can almost taste the Cinnamon Dolce Latte in your mouth, that’s a brand! Starbucks created more than that actually – they created an entire culture. The simple act of buying a coffee became an experience considered warming and comfortable to Starbucks goers that want to go and be seen. They have a unique name coupled with a memorable logo that solidifies them in a competitive market. According to, Starbucks “represents the gold standard” of all startup brands.

Branding for Success

Failure to develop an effective brand will ultimately hinder a company’s success. To prevent this from happening, an integrated marketing plan is often used to help companies establish an emotional connection with their target audience; however, implementing an integrated marketing plan that develops a positive reputation and gains a competitive advantage is only the beginning of a successful branding strategy.

Another integral step that makes branding important is connecting the dots between what you feel about your company and what consumers feel about your company. The way you portray your company and how you want your company to be perceived should remain consistent. Integrated marketing professionals will be able to assist you in determining the consumer’s perception of your company when evaluating the effectiveness of your existing or potential brand.

The market research firm Brand Keys, they publish the Customer Loyalty Engagement Index annually, gathered observations of the top 10 brands that delight customers. According to Brand Keys researchers “delight is the new differentiator.” Among the delightful brands are Netflix, Apple, Walgreens, Discover, and Hyundai.

Partnering with a Marketing Firm

Once you have determined what your company means to you and what you want it to mean to your customers, partnering with an integrated marketing firm can allow you to develop a strategic marketing campaign that lets consumers know your company exists and what you have to offer them. As part of this campaign, public relation efforts play an important role to generate positive publicity, create public awareness, and offer legitimacy for what your company is promoting.

An integrated marketing firm is best equipped to conceive and carry out a through action plan designed to effectively use your brand and manage consistent messaging. Public relations and advertising will create an understanding and emotional connection in the minds of consumers about why they need your company to fulfill their needs. Making an investment in strategic marketing now will undoubtedly generate greater and more sustainable profits in the long run as long as you can be certain about how your brand is being used.

About Millennium Agency

Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business.  Visit or book time here.