Brand, for businesses, continues to be a cornerstone of their point of difference and contributes to both their ability to capture market share and their valuation.

Brand is the promise to the customer, the shortcut in their minds for their every experience of a brand. Branding, the creation, maintenance and strengthening of the brand. It is the process of influencing and changing perception of the brand. The visual identity is one of the key components of this, as is the copy tone and deck.

Brand awareness, brand attitudes and perceptions shape customers’ interactions with companies and certainly contribute to purchase intent. The visual identity and branding execution contribute in large part to these brand attributes and consistency is a minimum expectation with a brand interaction. Personalisation has become key to engagement with a brand.

These elements, and the innovation of new fields within marketing, will continue to ensure that building and maintaining a strong brand will still be of vital importance to a company, even if only to avoid a $500m writedown to goodwill and brand name.