A business decides to employ branding techniques simply to reach their target market. However the philosophy that determines which market and under what exposure is the interesting part.

Branding a product means that it must be produced with the customers in mind. But which customers and how to decide the branding necessary is the problem?

For a start it is essential for a business to work with its strengths and promote them accordingly, e.g.what is the organisation good at and what are its beliefs?

These then have to be tailored towards customer requirements and ultimately to answer the vital question, "what makes them buy?"

Market research is obviously needed for this and during this process one must ask customers what they enjoy about doing business with your organisation.

During this process, it is important to evaluate whether or not the company?s products meet the needs of the customers-if they do, then it can be taken that there is the makings of a strong brand and it is time to build it; if not, then it may be necessary to reconsider the benefits offered to the customers. Indeed, ask the question of whether or not one is targeting the right customers.

Having established the brand it is then necessary to build it, but which aspects of the brand are key in regards to doing this?

One may want to consider the name given to the brand and the logo used. Branding goes much further then just the above. It should also be extended to delivery vehicles, name badges, stationary, brochures and business cards.

The packaging employed is important as is where and how you advertise the product. In today’s age, the company’s website is also a major consideration.

If upon examination, it is found that the company’s make-up falls in line with these points then the brand will have been strengthened; if not, then the company?s brand may be damaged.

Once built, the brand then has to be managed and maintained.

At this stage, employees can be very valuable in producing feedback. If they believe in the brand, then it will be communicated to customers much more readily.Also, the internal feedback they can give without going to the market can be very valuable.

Externally, it is essential to get feedback from present and past customers who can impart information on how the brand is perceived in the market.

Finally it is paramount to review the brand in light of internal and external feedback and make changes accordingly. After all even the most traditional brands have to stay in keeping with their customers requirements.

All of the above is very well but has to be maintained within an acceptable budget.

A budget will focus the decision-maker’s mind and allow him or her to prioritise spending on the budget effort.

Key issues that must be thought about include logo, packaging, premises, advertising and the company website.

An important thing to realise is that everything does not need to be done all at once but its worth planning. The customers then get an idea that something is happening-this gives them a visual representation of what is happening to the company and the brand.