First of all, what is a brand? A brand is a symbol. Symbols are designs which represent something else, and a brand is meant to package all of the associations, experiences and characteristics into an abstract construct.
This construct can be evoked using consistent imagery, sounds, phrases and logos with which people come into contact.
Brands are very important as they help you win customers and they also help you to keep them.
They do this by awakening the associations and experiences you previously had with the brand, or have seen through advertising, when you come into contact with the brand at key stages. For example, when deciding what product to purchase out of a selection of similar items.
Brands set expectations, and when faced with uncertainty people tend to pick the safer option. People know what to expect from a brand they know.
Branding is a complex process that is performed across all types of media, from product packaging, TV commercials and magazine ads to interior store decoration and logotype design. Of course branding also applies to web design.
It doesn't matter if you're building a website for a multi-million dollar brand or a personal blog, branding still matters for the reasons outlined above. In the case of a personal blog, branding will help set you apart and make your site memorable.

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