In short, branding is what people say about your company when you’re not in the room.
Whether that message correctly communicates your image is where “branding” comes in and it’s all about what you want people to think of your company. Perception is reality.
Entrepreneurs need to strike a balance between perfecting the image and impression of a company and developing its infrastructure and product. Branding efforts employ the use of marketing, public relations and promotion to achieve the right image, which should match the desired positioning laid out in the business plan.
