Why brands are the lifeblood of a company?

Have you ever thought that a company owns more than one brand? If the answer is yes, it might be surprising to learn which company owns which brand. For example, take Microsoft. A serious, classic and professional company, that offers different types of software.

Now, would you be interested to learn that Microsoft gave us the fun, cool and exciting video console that everybody knows, as Xbox. Surprised?

This is because companies market their products differently, based on their different target audiences, while trying to create an invisible identity. Effort branding is the key that makes their products stand out and become nationally recognised. It helps them to reflect their culture, their way of life and transmit it to the world. So, companies must tell their story.

In a market that competitors emerge every day, there will always be someone that does it better, faster and cheaper. So a branding is the key to be on the top of the market. Branding is more than just a logo, it represents the company stands, the values and the identity.  Companies that embrace a strong set of values and identity have the potential to become the strongest brand in the world. Customers who share this values will be attracted to the brand and will share them through it. The strongest companies connect with their customers on a values level.

People don’t buy what you do, they buy why you do it. So brands must understand customer’s beliefs and values before they can work on an internal and external value alignment.

Looking out into the world today, it’s easy to see why brands are more important now than at any time. Products have life cycles. Brands outlive products. Many companies put the value of their brand on their balance sheet. When one company buys another company, they are not selling/buying just the factories, materials, employees, they also buy the brand and almost in all cases the brand worth more than all other things combined.

Branding is fundamental. Branding is basic. Branding is essential. Building brands builds incredible value for companies and corporations.


Paula Valero

Miquel Borrego



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