To put it simply, your brand illustrates your promise to the customer. It conveys what can be expected from your product or service, and sets you apart from your competitors. Your brand is not only who you are, but who you strive to become and who people perceive you to be. More importantly, this should be based to some extent on who your target customers want and need you to be.
Having consistent and strategic branding builds a strong brand presence and extends your impact far beyond your immediate consumer base. Through grooming and honing your brand identity you will foster a sense of brand recognition amongst your customers and, eventually, your target audience as a whole. A strong sense of brand recognition inevitably leads to success on all levels, from sales to expansion into new markets and beyond.
Another thing that a great branding package and strategy inevitably leads to is a sense of brand loyalty amongst your key consumer audience. Your product will be chosen over competitors because your consumers feel an attachment to your brand. This can be built through pleasant and company appropriate branding as well as an overall positive brand image. All of this and more tie together to form a branding package leading to the image, identity, and personality of your brand that you push to consumers. It is in this way that branding is one of the most important keys to prosperous growth.