Hi, We are Web Based Design

  WE Create Sites

Creating just what you need for your business, looking good and being found.

View Portfolio


Modern Design

Fast processing

Clean Modern Code

Fully Responsive

About Us

For inspiration you can read more about us here!

View More


Creative concepts serve as a bridge between our customers

View More


We connect you with your audience on a personal level.

View More


We ensure you PPC is working for you, a fuly managed service.

View More

Our Works

Some of the Awesome Projects we've worked on.

A poorly designed website can be damaging for your brand because this is the first thing your potential customers see and judge you on. The website is your representative in the market and your direct link to your customers and it should therefore reflect nothing but the best for your company.e.

We Create
Good Things

View all Works 

What We Do


Web innovation and technology trends are at least as unpredictable as anything else, perhaps more so. Still, some trends are shaping up already, a few of which have been percolating for a year or more.

cost effective & Innovative


  Competitive / Customised / Clever

SEO Nottingham,seo specialist,SEO GBR,seo midlands,seo east midlands,seo nottinghamshire,seo england,Search Engine Optimisation Nottingham,Search Engine Results,search engines notts,number one google,top ten google,high rankings google,Found Google,Keywords Nottingham,Web Based Design,Search Rankings,Search engine success,Optimization Nottm,East Midlands Web Design,SEO,Internet marketing,Online Marketing.


With Seo in Nottingham, I would however throw a spanner in the works, not the engine! If I was working with an optimiser to enhance my search ranking(seo) I would dig a little deeper than that. Are they attempting to just prise my hard earned out of me so they can not only improve there balance sheet but what else do you get? You sign up with someone for a web site build and they miss off a lot of the things you agreed on as a client. They miss deadlines or in some cases don't seem to care about you as a customer, however when it comes to the sale of the SEO, search engine Optimisation, any upgradeable services they suddenly have an interest in you again and show you all the same enthusiasm until again they have your cash and then they loose interest. They will also try and blind you with rubbish add-ons to tickle your business interest like Semina's. Which are great if they actually do something for you, but be aware of people that blind you with free extras it means one thing, they cannot forefill there actual role to you properly or are trying to sell you more that you probably dont need.

SEO Nottingham,seo specialist,SEO GBR,seo midlands,seo east midlands,seo nottinghamshire,seo england,Search Engine Optimisation Nottingham,Search Engine Results,search engines notts,number one google,top ten google,high rankings google,Found Google,Keywords Nottingham,Web Based Design,Search Rankings,Search engine success,Optimization Nottm,East Midlands Web Design,SEO,Internet marketing,Online Marketing.

I have heard a few cases of this recently and it worry's me to be honest. I mean its great for me because as a designer & SEO Nottingham specialist bad work from someone else more often than not leads to more work for me. The concern comes for the user. "SEO Specialists" pack there sites with key words that you would never look for as a customer. At Web Based Design we look at everything from a user perspective. If a Web Design firm says to you, check us out we are number one for the term "web design Nottingham" for example, I would say well can you show me a term relevant to a customer. As in "How do i design a website" or "How do I get a web site designed?" or in a truly old fashioned way "Website Specialist" or "How do I get number one in Google" and the local area so we are in "Nottingham" so lets use that.

I think you will find that the thinking outside of the blatant is so past them that they miss the point completely and you are only found by those that type your specific term, the chances of that happening are pretty poor. Look past the obvious and let your SEO company know what you want and if they don't deliver call us, or just call us anyway and save time.

Thanks for reading, I hope i did not rant, I just worry.


Design Director

Web Based Design

"SEO Nottingham Optimise Ranking Optimisation Search Google Engine Bloggy sort of thing".


Axiomatic Technology have worked with Mike Adams of Web Based Design who looks after the design and optimisation of our website for a number of years.  We have been extremely impressed with his collaborative and helpful approach, nothing is too much trouble.  His expertise in SEO and PPC has meant that our website’s hit rate has increased and our website is always top of the list when people search for people counting.  The spend to hit ratio is excellent and  we have found that Mike’s input on the website has been so effective that we no longer need to spend money on advertising anywhere else as our website does the work for us.  As we find most potential customers turn to the internet first when searching for a product, the high visibility that Mike’s SEO work gives our website is absolutely invaluable.

- Sylvia Hull -

Michael Adams

Managing Director

Lukasz Kozlowski


Lana Stevens


Epowering you to find us

Web Based Design has the skill sets to help all our Nottingham customers:


web design-bespoke design-website updates-internet marketing-online advertising-web site development-web site hosting-web site analytics-social networking-viral advertising-ecommerce-paid search engine marketing-search engine optimisation(SEO)-Content Management(CMS)-Home Project Web sites- Business Branding- Flash Video-Corporate presentations-Iphone App-Android App-Windows 7 App

In real terms that is a fair representation of what is currently available in our Nottingham studio portfolio. However if it is design, or digital media related we have the skill sets available to us to make your project make an impact.


Web Based Design's Jaw dropping Customer Service with free 24/7 support to all our customers.


Working with 5 of the biggest house hold names within the UK our Operations Director has been able to hand pick the best parts of the customer experience from  Diamond Cable Communications, NTL, IBM, DSGi & Capita. This has created a formiddable customer support program which covers all of the requirements of the modern business. The main areas  includes sales, after sales, technical support and relationship development. We break them down further into three main areas Before, During & After.


We have asked some of our clients to create some testimonials so you can see from their perspective of the grade of produced by Web Based Design in Nottingham:

web design-bespoke design-website updates-internet marketing-online advertising-web site development-web site hosting-web site analytics-social networking-viral advertising-ecommerce-paid search engine marketing-search engine optimisation(SEO)-Content Management(CMS)-Home Project Web sites- Business Branding- Flash Video-Corporate presentations-Iphone App-Android App-Windows 7 App

We will create a look and feel to your site that reflects your business.
Generating an online presence that will make you a success. We design & maintain sites for all types of businesses and will give you the upper hand with your competitors.
We utilise the latest in Website building technologies to ensure that create the most user friendly and fastest sites on the web. Our projects are unique and user friendly 

  •  World class website maintenance
  • Website design and development
  • Genuine and modern web design
  • Content Management (CMS) 

Web Site Development Nottingham


We can transform your website into Nottingham success story and a money making machine! If you have a website and it's not giving you the results you'd like then we can help. For over ten years we have been helping to transform incredible potential websites into streamlined, asthetic designs.

Whether you're looking for an exciting new website rebuild, a high search engine ranking or maybe a completely new internet marketing strategy we can help. We are based in Nottingham in the UK and we are passionate about our work.

Don't forget, we also offer website development, internet marketing and website maintenance. Advice is free and we're ready to help you today.

Look at all the things we offer!

 - World class website maintenance
 - Website design and development
 - Internet Marketing Strategy
 - Search Engine Optimisation


Just say:  This email address is being protected from spambots. You need JavaScript enabled to view it.">This email address is being protected from spambots. You need JavaScript enabled to view it. 

Home project Web sites Nottingham including Wedding Websites & Christening Websites.


Your Wedding - Club or organisation - Birthday Party - Family Photo Album - Christmas List - Building project - Cooking group - Golf club - Family Tree - Holiday Videos..


Why a Home site?

The Home design project element of our design is there in order for you to showcase your special occasions or get you special message out. They could be a family resource for all to publish your photos and share storys or just keep people updated on the latest news of a new baby maybe.

It could be a way for you to showcase your very own Grand Design building project. The world or your radio controlled aeroplane club could be advertised to all its members. The latest meetings for your motorbike club or where to get the cheapest bits for your Harley could all be featured there.

A place where you could share recipes in the cookery club or that secret restaurant that you have wanted to tell the world about but have never been able to find the voice. We can also connect you with the social networking world getting you set up and even train you how to use it.

Call on 01158400985 or email us at This email address is being protected from spambots. You need JavaScript enabled to view it. today for a chat about what we can do for you.



Mini Home Site Portfolio 


Nottinghamshire Golf Captains Society


To build a web site to contain information on events and specialist member information. Designed to be updateable by the client using Web Based Design's CMS environment.


"I was chuffed to bits with the web site, its easy to use and our members are really feeling the benefit." John Haywood, Treasurer, NGCS.


Online Advertising with Web Based Design


What is online advertising?


Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.


How we can help


An extensive knowledge of the potential advertising vehicles is key to any business's success and we believe that categorically online has its place as the new front runner. Newspapers are now even appearing online with magazines and the like sure to follow.

We can help you target your advertising campaign using the likes of viral as well as the more seen flash or static advert placed on a key partners site. The great thing with a lot of site advertising is that you are charged on a per click basis.

Give us a call today to arrange a meet. 0115 8400 985 or email This email address is being protected from spambots. You need JavaScript enabled to view it.




We will be adding some examples of the campaigns we have completed for other companies soon. Watch this space..

What's a content management system (CMS)?

A content management system is software that keeps track of every piece of content on your Web site, much like your local public library keeps track of books and stores them. Content can be simple text, photos, music, video, documents, or just about anything you can think of. A major advantage of using a CMS is that it requires almost no technical skill or knowledge to manage. Since the CMS manages all your content, you don't have to.

What are some real world examples of what CMS! can do?


CMS systems are used all over the world to power Web sites of all shapes and sizes. For example:


 - Corporate Web sites or portals

 - Corporate intranets and extranets

 - Online magazines, newspapers, and publications

 - E-commerce and online reservations

 - Government applications

 - Small business Web sites

 - Non-profit and organizational Web sites

 - Community-based portals

 - School and church Web sites

 - Personal or family homepages


Who uses a CMS system?


 - Here are just a few examples of Web sites that use Joomla:

 - MTV Networks Quizilla (Social networking) - http://www.quizilla.com

 - IHOP (Restaurant chain) - http://www.ihop.com

 - Harvard University (Educational) - http://gsas.harvard.edu

 - Citibank (Financial institution intranet) - Not publicly accessible

 - The Green Maven (Eco-resources) - http://www.greenmaven.com

 - Outdoor Photographer (Magazine) - http://www.outdoorphotographer.com

 - PlayShakespeare.com (Cultural) - http://www.playshakespeare.com

 - Senso Interiors (Furniture design) - http://www.sensointeriors.co.za


More examples of companies using Web Based Design CMS can be found in our Content Management CMS portfolio.


Paid Search Engine Marketing


What is Paid Click Advertising?

Paid Click Advertising lets you create and run adverts for your business, quickly and simply. Run your ads on search engines such as Google - no matter what your budget, you'll only pay when people click your ads.

AdWords ads in the case of Google are displayed along with search results when someone searches Google for example using one of your keywords. Ads appear under 'Sponsored links' in the side column of a search page, and may also appear in additional positions above the free search results. That way, you'll be advertising to an audience that's already interested in your business.

You can choose from a variety of advert formats, including text, image, and video ads, and easily track your ad performance using the various reports generated by the search engines.

There's no minimum monthly charge in most cases, however some times there can be an activation fee. Learn more about the cost of advertising utilising Paid Click advertising today.

If you'd like to start advertising and you're looking for a search marketing agency to help with AdWords management, say This email address is being protected from spambots. You need JavaScript enabled to view it. 


Should you use Paid Click Advertising?

We feel that paid click advertising although in some cases can be beneficial you are still more likely to be clicked on from the free search results or main search results. We have had some massive success with clients who were paying a very high amount per month on paid click advertising and now we have managed to reduce that by over 75%.

As well as being keen Nottingham designers we have spent a lot of time over the past few years researching the key elements of search engine optimisation and how that stands hand in hand with a high quality content rich web site. You will notice many of our competitors sites are just about keywords and read incredibly poorly. Make no mistake in order to be competitive in Nottingham as a design firm you need to be near the top but we can do this for you in a way that does not forfeit the quality of the content and show your company in a poor light.

visit our SEO page for further information. 

Web Site Updates in Nottingham


The Spring Clean


Web Based Design has experience of all web site programming technologies. We can maintain your current site for you, all we will need is the information as to where your site is held. While we are adding your updated text we can also assess how secure your web site is as well any improvements you want. We can work with HTML, Flash, CSS, ASP, CMS plus many many more. We can also host your web site for you to ensure that you don't get disconnected from the internet.


The Overhaul


As a current, technology savie Nottingham web site designers we are able to not only update your current web site but we can also completely rebuild your web sites technology and either display its current content or add content of your choice. Your main advantage to this would be your new found freedom to explore using a CMS system. Content Management Systems(CMS) were once the toy of the in house corporate designer but since the Open Source movement this is no longer the case. A CMS system would enable you to update your web site from anywhere in the world any time. The site is Browser based so can be accessed using Window, Apple, Android smart phone technology as well as you laptop and PC. Your office no longer has to be just in Nottingham but can be extended to the Pent house in New York City.


The Open Source Movement


Tired of the dominance of the corporate machine Programmers and Designers across the worlds technology firms got together under a desk somewhere and began to program software that will be a revolution in the way in which consumers access there files and live there online life.

There has always been software around that has been given freely to the masses so as to take care of tasks that otherwise would mean the purchase of a operating system or vastly over price software. Open Office was one of the first bringing access to Microsoft technologies such as Word and Excel. Then came the likes of Google bringing in some nice tools for wee developers like myself to monitor there internet success and failures. Now came the turn of the humble web design program, step forward Joomla and Wordpress as well as a plethora of others to make online web design accessible to the mass Take a bow.!

Start your online shopping cart today and boost sales!ecommerce website design nottingham, ecommerce web design nottingham, ecommerce websites nottingham, e-commerce website design nottingham, e-commerce website development nottingham, ecommerce website development nottingham, online shopping website design nottingham, online shop website design nottingham, shopping cart website nottingham, checkout technology nottm, paypal nottm, google check

We can give you the shop front you have always wanted. Sharp Colours, crisp and interesting design. We aim to help impact the heart as well as the mind of your clients.
Our E-commerce systems are designed to not only look great but also are mechanically sound as well. Easy to use interfaces, utilising the latest in checkout technology with names that people recognise like Paypal and Google Checkout.

ecommerce website design nottingham, ecommerce web design nottingham, ecommerce websites nottingham, e-commerce website design nottingham, e-commerce website development nottingham, ecommerce website development nottingham, online shopping website design nottingham, online shop website design nottingham, shopping cart website nottingham, checkout technology nottm, paypal nottm, google checkout nottm 

  • Quick setup
  • Your Chosen Design
  • SEO ready ecommerce
  • Very easy administration  



Internet Marketing Nottingham


Google, Yahoo & Bing.


With a well marketed website not only can you be well presented but easily found. We use the latest techniques in Internet optimisation in order to manipulate your current site or build you one of our very own so you are found not only by your company name but by your business area also.

This involves registering you with the Big 3 search engines as well as running a fine tooth comb through your site adding keywords and statements as well as modifying your sites details so as to best picked up in search results.

We can guarantee you Top 10!!


The Top Five


The competition for Search engine rankings is fierce. As a result I can hint at the things we will use to ensure you become a top performer on the internet but like a certain Mama's secret recipe we have a targeted efficient way that gets you into the top ten in the search engines for specific search terms.


Forums with Internal Links, External Links

Meta Data





How we can make your Nottingham business a Viral Success


What is Viral Advertising?


Viral marketing and viral advertising are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of virus or computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.

The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create viral messages that appeal to this segment of the population and have a high probability of being taken by another competitor.

The term "viral marketing" has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing on-line combined with undermarket advertising in shopping centers to create the impression of spontaneous word of mouth.


Your campaign

Sounds exciting hey?


We will create a campaign for your company based around your product and offer you possibilities for making it a success through the different social networking platforms.  So this could be a video series or maybe a new group attached to an ethos etc.. We have so much experience within the social networking platforms that we will ensure that your campaign gets the face time is required to promote your product to your chosen market.



Social network websites


Connect your people with each other


Like facebook & Twitter? How about your own social network application for your club or as a social bolt on for your intranet. We can build you a full custom solution, with full intergration of Twitter and Facebook to boot. You and your colleagues will then only

Read more: Social Butterfly in Nottingham

 Web Analytics is helping business in Nottingham today!


What is Web Analytics?


Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimising web usage.

Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign. Web analytics provides data on the number of visitors, page views, etc. to gauge the traffic and popularity trends which helps doing the market research.

There are two categories of web analytics; off-site and on-site web analytics.

Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.

Historically, web analytics has referred to on-site visitor measurement. However in recent years this has blurred, mainly because vendors are producing tools that span both categories.

The remainder of this article concerns on-site web analytics. 


My business in Nottingham - Web Analytics on the ground.


As Nottingham is the East Midlands premier location for business and is by some distance the biggest city in the region there are many companies and therefore a lot of competition. Web Based Design can help your business through comparison of other companies to report on its strengths and weakness and how you will perform against say the guy next door.

We will also help you see from the users perspective how there web journey happens while they are using there site. We will help you streamline your site for speed while not sacrificing its visual effect and content.

Call us on 0115 840 0985, alternatively email us This email address is being protected from spambots. You need JavaScript enabled to view it. 

Web site Hosting in Nottingham

We know that we've got no chance of beating the Kangaroo when it comes to hosting..



We feel we can beat the best of what's on the market at the moment.  We can support the main platforms and use the latest control panel hosting to ensure that your website is easily managed.


Joomla - Wordpress - HTML

Unlimited everything! (Space, Email's etc..)

Its simple just £5.00 a month will full support from us at Web Based Design.




Alternatively can set up your complete hosting solution for you. Call us today on 01158400985 or alternatively email us at This email address is being protected from spambots. You need JavaScript enabled to view it..

Bespoke Design

As original as a Rembrant as individual as a Dhali(fig.1)


All our web site designs are original (fig 2). We believe in capturing what's individual about your business in our designs. We use up to date technologies to ensure your site is not only super fast but also future proof to ensure you are not just the best now but the best in years to come.


Dahli (fig.1)                                                                                        Web Based Design (fig.2)

alt alt


Our Design Director has over ten years experience in designing web sites and comes from a long line of creative family members from Nottingham. Born in Woodthorpe in 1979 Michael Adams struggled to find his creative outlet with family members keen artists and embroiders. While working for Diamond Cable in the later 90's a chance meeting with a colleague who was testing a new 3D rendering software program led to the touch paper being lit. Part time for ten years has led to June 2010 being the time to take the company full time



Our pricing is so individual to your requirements its almost impossible to estimate.

In order for us to give you the best price its handy to have a look around at other sites that are of your business type, this will give you a better idea of the kind of thing you require.

Once you have done that there are four things to think about:

1. Do you want it designed by us?
(The way it will look)

2. Do you want it built by us?
(Creating the pages, uploading to the internet)

3. Do you want it to be found on the internet through search engines?
(If you sell cats, when someone types that in say google it appears as top ten)

4. Do you want it to be maintained by us?
(If your business has new products coming up, you want your website to reflect this)

Once you have thought all about the above drop us an email to:

This email address is being protected from spambots. You need JavaScript enabled to view it.

We will put a quote together for you. Saying you want all of the above does not mean it will cost the earth. Our pricing is around 40% of the market rate.

Thanks for your interest and we look forward to you getting in touch.

1. Interaction

Now for me this starts with you. As a customer I will meet with you personally so you can put a name to a discussion. I will then work through the design with you to ensure that it reflects not only your company but also sits very proudly at the forefront of web technology and design. I will then draft out the website for you to see and that's the point I ask you to pull it apart.

Its kind of like a Kirstie and Phil moment but I want you to think with your head and your heart. Then I will go away again and reflect what changes you would like to see, this part of the process can happen three or four times. Then we will discuss the key terms for your company to be found upon and we will build that into your site as well as getting it registered with the major search engines. Then we will have one final run through and that's it.. done.!

Read more: Ten things Web Designing Nottingham.

Web Based Design is ready to make your website the leader in your business area. We use the latest web technologies and search placement technology to ensure your website becomes the number one in not only usability but functionality and beautiful design but also with the search engines like Google in a very competitive Nottingham.

We are here for you 24 hours a day, 7 days a week, and 365 days a year to support your Nottingham Company Website. We do our best to stay local so we can always be in close proximity to our local business customers.  This ensures we are always to hand if a meeting is needed to develop a site at short notice or drop by to help train a member of your team in how to administer your website.

Read more: Web Design Nottingham

Mastering Search Engines and becoming Number One in Google

number one Google, Search Engines, Optimisation, Nottingham, East Midlands, Search Engine Rankings, Dentist, Doctor, Plumber, Search Engine Optimisation, professional optimised, search engine standards, optimisation program, monthly optimisation, top ten Google, top three Google, top one Google, Budget, Full Analysis, Search Credentials, Business sector, search engine recognition, ashthic interest, intoxicated, Animation

It may seem like an impossibility to feature your site as the number one in Google with your keywords. I can assure you having worked on websites for many years that it is possible and your business can be thrust into the sights of businesses within the Nottingham and extended East Midlands area.

It is fundamental to achieve high search engine rankings

Read more: Number One in Google

project, hosting, butterfly, brand, bespoke, management, seo, google, cms, commerce, paid, analytics, optimise, market, advertised, business, engine, search, design, nottingham, updates, social, virus, number, ecommerce, nottm, technology, address, shopping, ads, campaign, customer, budget, measure ,network, company, golf, jpg, payment, phone

Project Web Based Design involves hosting being a social butterfly and also developing a brand  for a bespoke website which can have the latest content management (cms) to achieve great SEO in the likes of Google. The strength of web commerce is best highlighted in paid click advertising becoming the lesser power than organic search results. Nottingham Web Designers have been searching for the elixor on how to optimise a business site to the right market and to have complete domination in its advertised business area.The search engine is key in the design of sites in Nottingham and in the east midlands.

Read more: Advertising and branding

Have a look at some of the technologies we  have used in sites we have created. Just click one of the web sites on the carousel to have a look at some of the project's that we have completed for our clients. You will see examples of all sorts of programming languages and different platforms. If you see something you like in the way it works we can transform that into something for your site possibly. We are not limited by what you see below but it can give you an idea of the possibilities.






Business Branding Nottingham


What is a Brand?


Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners, Investors etc.


How we can help you?


Standing out from the crowd at Web Based Design is not just a metaphor but a way of life. In order to make yourself a success in this world you need to be special and offer something that no other firm can offer. We will bring that out in your firm by learning about your firm and what that means. During the consultation process we will spend time getting to know your ethos and your company profile so our design reflects you as a company.

Have a look at some of the branding work we have done with the companies in below this article. We have also added some information on Branding below this just click the read more.


Further Brand related information


Some people distinguish the psychological aspect, brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organisation towards its brand is called brand orientation.

Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of mental working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable.

A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com.

Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.