Brand Your company’s brand is the overall impression you present to clients or customers. A brand is built (using branding, but wait, we’ll get to that in a minute) using a combination of what your company actually does or produces, with supporting elements like language, visual components, and other aesthetic components. Branding Branding is the verb to accompany the noun that is “brand”. In other words, it’s the process of strategizing what you want your brand to be, making choices that support your brand goal, and implementing the many components throughout your company that achieve that goal. The process, when done correctly, should be a fairly time-consuming thing. For most small businesses, enlisting the help of a branding expert can not only make this a much easier project to take on, but will make your branding efforts hit the mark with greater accuracy, yielding far better results. Understanding the emotional connotations of every detail of your company’s image is a thing that comes naturally to these people. This quality, mixed with lots of experiencing carrying brands into the public market, makes them a powerful professional ally to have.