Most entrepreneurs think that advertising and branding are the same. It is wrong. Branding is about "how you position" your company in front of your potential customers, while advertising, public relations, product packaging, your logo, website, your interior designing etc are the tools to support that "brand image" creation.
"Brand image" is the image or the impression that your customers have about you when they see your company products or ads. Usually, the image that the customer gets is different from what the owner wants his customers to feel.
The entrepreneur has to periodically do surveys with his customers and others to know what impression they have about their brand.
*Relying 100% on ad agencies without doing these "audits" will be suicidal.*
If you do not have the time, resource or expertise to do a brand audit or branding strategy, engage professional business strategists.
Business Insights by Ameen Ahsan @
*Ameen Ahsan Strategy Consulting*
7th Floor, Hilite Business Park, Calicut
*Business Research | Strategies & Plans | Change Implementation*