The role of branding in business and marketing has grown significantly in terms of prioritization across the corporate and small business worlds, particularly with the advent of positions such as chief brand officer and chief imagination officer. The question remains: what is branding?<\/p>\n
Despite branding\u2019s move to the spotlight, the vast majority of businesspeople still don\u2019t have a firm grasp of what branding truly is. In fact, I dare say that many businesspeople view branding as another funnel of expenditures by the marketing team that does little in terms of generating ROI. Let\u2019s take a look at what branding is to gain a better understand of its importance to businesses.<\/p>\n
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\nI have to adamantly argue against that line of thinking. While branding might be more subjective and more challenging to quantify when it comes time to evaluate results, it\u2019s no less important than any other tool in your marketing arsenal. I\u2019d venture to say it\u2019s the most<\/em> important part of your business.<\/p>\n