A brand is a kind of promise. It is a set of fundamental principles as understood by anyone who comes into contact with your company. A brand is an organization's reason for being and how that reason is expressed through its various communications media to its key audiences, including customers, shareholders, employees and analysts. A brand can also describe these same attributes for a company's products, services, and initiatives.


Early branding of your emerging company is key to your business success. It is the quickest way for your company to express what it is and what it can offer. Inaccurate branding of a new business can make it difficult for people to grasp why the business exists in the first place. For startups and small businesses, branding can often take a backseat to other considerations, such as funding and product development. This is a mistake, as your company's brand can be key to its success. Dollar for dollar, it is as important and vital as any other early steps.


Your brand is your company's face to the world. It is your company's name, how that name is visually expressed through a logo, and how your name and logo are extended throughout your organization's communications. It's also how your company is perceived by your customers and associations and the value they place on your business.