James Alton Bechand founded the Mesh Creative Group 16 years ago. Since then, he has helped clients improve their marketing strategies. Given his experience over the years, James Alton Bechand believes that brand building is essential to executing successful marketing campaigns.

A successful brand increases organizational value, giving it leverage in any business transaction. With the increasing competition amongst businesses today, companies now have to develop better marketing strategies, such as brand building.

A successful brand-building strategy uses psychology, through different elements like logos, color, images, messaging, attitudes, and aspirations that represent the company. These elements should be similar and familiar with those associated with the target market. The sight of these elements should evoke different emotions in the target customers, who will associate the company with such feelings. If the strategy is successful, the brand should enable customers to identify the company and distinguish it from its competitors easily.

A good brand helps build a positive reputation with customers, inspiring their trust and credibility in an organization's products or services. If a brand's promise proves satisfactory, customers tend to help with marketing such as friends and families, by word of mouth.