Branding involves shaping a brand to create value, trust, identity and emotions in the minds of potential consumers. It is important for businesses to engage in branding activities before approaching people for business. Branding through digital marketing allows businesses to reach potential consumers more cost-effectively than traditional marketing by targeting a narrow audience directly. While promotions may not immediately convert visitors into customers, consistent digital branding through tools like social media, blogging and press releases helps create credibility and recall that can turn visitors into long-term customers.