Definition: The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers – The Business Dictionary
Branding your company is the foundation of your business, once you lay that foundation you can build on it and define your objectives and start your marketing campaign to make your brand known. Not only do you need to develop your brand’s image but its identity as well. The image is the more superficial side to your business whereas your identity tells your client about your business and shows who you are and what your brand represents. This doesn’t mean that one is more important than the other so both must be researched very carefully beforehand.
