Every business or product has a potential brand. For a small business to develop this, it may be as simple as ensuring that customers recommend you based on their experience of your service or product. Larger companies must embrace the idea that being the first name to come to mind to fulfill a requirement or resolve a problem is the key to success.

BRAND: Brand is the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product.

BRANDING: The process by which the true character and purpose of the company or organisation is communicated