Green River Star -

By Cindy Unger
Wyoming Small Business Development Center 

Demystifying business branding


August 15, 2018

Today, marketing messages fly at consumers from every direction. Competition for customer attention and dollars is fierce, and product differentiation is difficult. Yet, there are some companies that inspire passionate customer loyalty. Branding is their secret ingredient, but what actually does the concept of “branding” mean?

After reading several articles on “branding,” I decided to concoct my own definition. Branding is the image of a company, product, or service that occurs in the customer’s mind. That image is the result of a combination of marketing strategies. The object...

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