A brand goes much deeper than just your company logo. You could define a brand as a set of associations that an existing or potential customer has of a company, product, service or individual. These associations can be the result of your own efforts and actively promoted through marketing and corporate identity. Branding also reflects your customers’ experiences of your business and affects every interaction you have with your customers and suppliers. The intelligent use of design, advertising, marketing, service proposition, and corporate culture can all help to generate associations in people’s minds that will benefit your business. Branding is your attempt to harness these associations to help your business perform better. Any business or organization can benefit enormously by creating an accurate brand, i.e. one that represents their true values. Therefore, it is important to always be clear about what your business stands for.