As with any discipline, branding can be used to help people and society or it can be used in a way that hurts them.
How can branding be helpful? It can:
- Clarify or highlight a product’s or organization’s most distinctive advantage(s).
- Help attract, motivate and retain highly talented employees.
- Rally employees around and align them with the organization’s mission or vision.
- Improve an organization’s profitability, market share and market value.
- Establish a community of people with shared values.
- Serve as a self-expressive "badge" for customers.
- Make promises to or covenants with customers.
- Overlay an attractive personality on an organization or its products and services.
- Entertain customers.
- Make an organization or its products or services more likeable.
- Simplify customer choice.
- Help create healthy relationships with and the loyalty of customers.
How can a branding be used in a way that harms people or society? It can:
- Accentuate people’s fears, phobias or insecurities.
- Contribute to increased cravings or addictions.
- Sell people more stuff that they really don’t really need.
- Be the “lipstick on a pig.” That is, it can be used to dress up an inferior product or service.
- Create strong desires for products that are actually harmful to people or society.