Page 4 - ETSI-Brand-Book-2018

04 Why is branding important?

A STRONG BRAND, COMBINED WITH A BRAND

STRATEGY THAT ENCOMPASSES EVERY ASPECT

OF AN ORGANIZATION’S ACTIVITIES AND
THE PEOPLE WITH WHOM IT WORKS (BOTH
INTERNALLY AND EXTERNALLY), SHOULD CREATE

A POSITIVE PERCEPTION IN THE MINDS OF ALL

STAKEHOLDERS IN TERMS OF IMPORTANT
BRAND ATTRIBUTES – FOR EXAMPLE QUALITY,
DEPENDABILITY, TRUST OR RELIABILITY.

The brand is the reason why people will evangelize an organization,

and brand building is the process that establishes and solidifies the

relationship between an organization and all of its stakeholders –

be they customers, members, employees, suppliers or partners.

At the heart of successful branding is the clear identification of the brand
message and its consistent communication.