Have you ever contemplated why competition gets more business than you. May be the answer is related to a simple thing – recognition. In other words, how much people know about your business and products. Actually it is all related to advertising and branding.

But what exactly branding is? It is just creation of good recall value for a brand that really sticks to the mind of a potential customer or common man.

For example, in a busy schedule if you have to buy a greeting card or a gift for someone, there will emerge a couple of names in your mind. And you'll take a sigh of relief. It is quiet possible that you get a better card or a gift at some other place. But there's some trust that has been engraved in your mind and there're emotions that you have for the brand.

And when we think of a brand, we actually think of a word written in some particular font, in some particular colours or a special piece of music that you have heard. To summarise, it is branding that you remember. An attractive, easy to read, and memorable logo or a great tagline, corporate colours, templates, tone of messages create branding.

It's nothing but image. Studies have been done on how customers judge a potential service provider, and if they don't feel comfortable with the company's image and how it is being conveyed, chances are the customer will choose not to purchase from that company.

This image is created by branding. Advertising strengthens branding. Advertising also create awareness about brands. Besides, advertising also acts as a solution provider to a communication problem or a marketing problem.

In today's world, creating a good product won't assure of good sales. It has to be embellished with good branding and advertising.