Brand marketing focuses on creating a unique identity for your company or organization. Building a company brand increases consumers awareness of your reputation and product(s) or services. With a positive brand this makes it easier and more likely for customers to find and consume your products or services.
A well-recognized brand (such as McDonald’s) conveys a certain level of quality and even more importantly a predictable experience. In contrast, using the example of restaurants, a road-side diner named “Joe’s” will leave a traveler uncertain of what to anticipate from the consumer experience.
A company’s ‘brand’ is in essence their market identity. What do they do? Who they are? What level of quality do they provide? What is their reputation? Etc.