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Branding is often something that new businesses try to tack on once they are up and running, using it as a face for their customers. However a brand should be a far more fundamental element of your business if it’s going to be successful. An effective brand forms the identity of your company, and is built on the core values of the business. It will provoke an emotional response from your customers, and will help your business to form long lasting customer relationships.
A brand is far more than a company name, logo, or tagline, although these are important elements. Your brand encompasses the voice you use to communicate, the way you interact with your customers, the design of your products and services, the style of advertising you choose, and a whole host of other elements that make up the identity of your business.