A brand is simply a word or a symbol in someone's mind that identifies a business. The strength and success of that brand is its continuing ability to influence the feelings and actions of consumers. Your brand should differentiate your business from others in its space. Your company brand should influence customers and prospects to rely on your products or services, and to purchase your products or services rather your competitor's. In the mind of a consumer, a strong brand increases the positive feeling toward a specific product or service, and therefore influences their buying behaviour.
A brand becomes stronger as the consumer becomes more aware of the brand as a quality product or service and has positive experiences related to the product or service. The consequential associations and opinions the consumer has about that product or service result in how the product or service's quality and value are ultimately perceived. This develops into brand loyalty.
Brands have meaning and recall to your customers. In fact, studies have shown that search engine listings stimulate brand recall by a 3-to-1 margin over banner advertising and other online marketing methods.
Unlike other online advertising and methods such as banner advertising, search engine listings are presented to consumers as they are in the midst of searching for products or solutions. When your site is returned in response to a search query, it gives your brand added credibility that it is relevant to the needs of the consumer. Achieving top listings within search engines for keywords that relate to your products or services is key to creating brand loyalty among consumers. This brand loyalty results in more sales opportunities for your business.