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Branding

A brand is not just the name and color or design of your business or company, it is a promise to be kept by you to your customers.

Let's take for example Jumia has all the beautiful designs and logos and all, everyone is admiring it but on their first service day or at some point during the running of the company, all customers pay for goods that never got to them or didn't receive what they paid for and so on, Jumia would definitely in no time loose every customer they have struggled to aquire through the beautiful designs. They will no longer be known as the beautifully designed company but as a rip off company. That's negative branding.
When branding your company, you have mission and vision statements which are to be kept at all times to customers as that is what they would remember your company as.
Remember, customers advertise your company better than all you can do through ads. They would only suggest your company to a friend when they have been treated as promised.
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