I was somewhat amused when, having selected a box of plasters from the shelf at the supermarket, my husband asked: “How do you know that those are the best ones to buy?”

I raised an enquiring eyebrow, and he went on to say: “Well, these ones are waterproof and these ones kill germs and these have all sorts of sizes, and these are cheaper...” Suffice to say, I left him to select the plasters. But it occurred to me that we are so spoilt for choice that it is almost impossible to select the simplest product.

Thank goodness for brands. I mean, if you buy what “you know” to be the best product, then you can’t go wrong – right?

Brands are more important today than they have ever been, not only because they establish a presence in the marketplace, but they also simplify consumer decision-making. In short, they help us differentiate between products, and help us choose.

Branding used to involve an attractive logo, a clever pay-off line and some advertising, but it is much more than that today. Branding now is about creating an experience and about credibility. It is about a proven track record, about trust and about values and ethics.

Customers need to believe, and they no longer just accept your word for it. Customers have become very savvy indeed.

The internet allows us to establish how other customers experience products and services, and we are easily able to compare products online. And we do.

It has become almost more important to develop a brand plan, than a business plan as your brand is the very essence of your organisation. It needs to be entrenched in every aspect of your business, too. Your people and processes are as important in informing your brand as your products are. You need to live your brand in order for people to be convinced.

Gone are the days when marketing departments were allocated a budget and marketing was handled as a stand-alone department. Today’s business environment requires a much more integrated approach. Branding is no longer just a marketing line item, brand establishment needs to inform your business planning or you quite simply won’t be able to compete.

You need to be sure of what you are promising and then look at how best you can reinforce that promise. A brand-led organisation puts their customers at the centre, and customer needs inform decision-making. The way that customers experience your brand should not be left to chance, it should be by design.