What is Branding ?
‘Branding’ is the conscious effort put in by a company to set itself apart from the competition. It helps in setting the expectations for prospective customers, while also helping in associating a company with the values that it stands for.
An extension of the same concept, concerning HR, is ‘Employer Branding’, in which a company’s reputation is built as an employer ascribes the value the company gives its employees. It is especially relevant in the case of hiring, where the impression that prospective candidates have about the company makes a lot of difference.
Branding needs to be changed to resonate with the changing times. Hence, it is important to consider the same when developing and updating the brand of a company.