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  • Vincent Bissette



Branding is all about forming relationships with the customer. Companies do not choose customers; customers choose them. This choice is based on trust. Trust is based on clarity, sincerity and integrity of communication.

The underlying ethos of all branding is this bond that has been nurtured between company and consumer.


1) Branding makes it easier for the customer to buy

Customers automatically and instinctively understand a product, company, or service’s feature and benefits from its brand. This makes it an essential tool in influencing consumer purchase decisions.

2) Branding makes it easier for the company to sell

Not only does a brand influence customers, but it also places an inherent value judgement on the company itself, and influences what people are prepared to pay for it.

3) Branding makes it easy to build brand equity

Brands can create a repository of recognition, awareness, and customer loyalty if you invest in them carefully. This will go a lot further than typical profit-based initiatives.

4) Create awareness

Awareness is created by precise and accurate brand communications: utilising the right media, targeting the right people, and using the right overall message.

5) Build trust and brand loyalty

A brand is a shortcut to conveying the compelling truth behind your product, company, or service. In addition, if a brand lives up to its promises, a greater bond of loyalty will develop between it and the consumer.

6) Increase sales

Only one company can ever be the cheapest, so a strong brand is a more valuable asset in customers choosing you over the competition.


Branding is one of the most powerful tools in the business. It is a truly influential and dynamic symbol of a company’s activities. If you understand exactly how and why it influences customers in their consumer choices, then you can utilise all the limitless potential your brand contains.

About the author: Vincent Bissette is a freelance Brand Strategy and Design Consultant with over 30 years experience of branding and rebranding businesses and organisations, systematically, thoroughly and objectively. He has worked in major Design Consultancies as well as having run his own agency for 25 years, working with SMEs all over the UK to help them modernise their brand, grow their business, attract new customers, penetrate new markets and increase their sales, market share and profit. Throughout that time, there’s not much he hasn't done or many industries he hasn't worked in. He’s a creative, strategic thinker and problem solver with a wealth of experience in diagnosing trouble spots in brands and discovering their strengths, weaknesses, opportunities and threats. Now based in South Lanarkshire, Scotland, he works throughout the entire UK.

Get in touch with him on Linkedin here

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