When companies have something to sell, they need to ensure it's properly branded. Achieving success without a strong, impressive 'package' in which to present a product or service is like trying to run up a steep hill in the middle of a rainstorm- not exactly the easiest thing to do. What is a brand and why is it so important to your business? The marketing community defines branding as?

The process by which we contrive to ascribe attributes and qualities to inanimate objects, legal entities like pieces of real estate, corporations, chemical formulae, whatever. These attributes and qualities are? generally figments of our imagination. (Base, Strategy Perspective. 2002)

In other words, branding is all about perception and making impressions. These attributes and qualities are critical in capturing the mind space of consumers, ultimately translating into increased sales.

Presenting a product or service online is no different. All too often companies fail to effectively translate their brand on the Internet to the detriment of whatever they're selling. It is also a tragic lapse of an opportunity to strengthen brand recognition and reinforce the desired message (e.g. quality, reliability, affordable, etc.). UIM has helped numerous clients conceive effective brands and develop powerful online marketing initiatives. We've had the privilege of working on projects for retailers, consumer goods, record label artists, and multinational service-based corporations. Regardless of the business, the bottom line always remains the same- creating positive and memorable experiences for the end user - a.k.a. the consumer.

And in case you were wondering, the farming community defines branding as the use of hot metal rods to place permanent markings on the hides of livestock. Even in this context, it's all about making a lasting impression!