Businesses operate with an identity, any business, large, small or retail. A brand is a promise to customers, it gives the business an identity and an edge in the increasingly competitive market. Branding involves researching, developing and applying a distinctive feature(s) to a business so that customers can begin to develop and emotional connection to the brand and associate a brands to its products and services.

A clear brand strategy should develop a brand that is able to tell customers what to expect from a brand’s products and services and differentiates a brand from competition. Branding is very critical, can change how people perceive a brand, it can drive new business and increase brand awareness.