Brands add value to all kinds of products and services — from machine shops to surgery centers to restaurants — all are figuring out how to get to the top of the narrow boundaries of their categories and become a brand associated with a buzz (word-of-mouth referrals).
Who understands it? Every single Web site sponsor, advertisers and like-companies they link to. In fact, the Web makes the case for careful and strategic branding more directly than any packaged good or consumer product ever could. How? Why? Anyone can have a Web site. And today, because anyone can … anyone does! So how do you know which sites are worth visiting, which sites to bookmark, which sites are worth going to more than once?
The answer: branding. The sites you go back to are the sites you trust. They’re the sites where the brand name tells you that the visit will be worth your time — again and again. The brand is a promise of the value you’ll receive.