• SAM CHRISTOPHER LIM - SVP for Marketing and

How To Transform Your Business Into A Brand

As seen on Entrepreneur Philippines.

My business is small. Why should I get into branding? Plus, it is quite an investment. I can’t afford it. This is what most small business owners say when the subject of branding comes up in conversations. The truth is, you can’t afford not to.

Your brand is an important ingredient to your success – whether you’re big or small. In fact, it matters even more if you’re small.

Let’s take a step back and understand what branding is. First things first, it is not a logo. It is not a trademark. It is not a product. True, it is all of these things but It is way more than that.

It is what sets you apart from the rest of the pack.

It is the sum of people’s perception about your company.

Branding helps make people want to support and buy you.

It is that emotional bond that makes people’s pulse beat a little faster, make them want to open their wallets willingly. Remember, people buy from those whom they trust and like.

Studies have shown that only 20% of the reasons for buying a brand is logical. The rest is emotional.

Why do you think people keep on buying Apple products despite the fact they can enjoy the same features if not more by buying a different brand? Why do you think people go to Starbucks often?