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Branding power is about occupying a sustainable space in customers' mind. Marketing needs branding or it will just consist of a series of somehow well organized processes that turns an idea into something the marketer think people will want.
Branding is about making a customer a loyal customer with repeat purchases and advocacy for the brand, yet marketing alone won't know how to do that.
Loyalty stems for a relation established between the brand and a person or a group of people. To establish a relation, there is a need for similarity or an interest in something attractive: the personality. A brand should have a unique personality that will trigger a relation.
Branding is about consistency which is a major trait of a personality: if you are consistent, and coherent, with what you say and do, then I will do the same with you.
Being coherent and consistent is a major trait of a brand personality.
A strong personality is driven by values and will not compromise them at any cost.
Values are a positioning that give shape to a promise and people retain the brands that delivers on promises.
So branding is the best tool any marketer should use to consistently promote an offer and entice customers to adopt it.
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