Branding is a way of identifying your business. It is how your customers recognise and experience your business. A strong brand is more than just a logo — it's reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising.

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Your brand should reflect what your business stands for and what sets it apart from your competitors — it expresses the qualities, strengths and 'personality' of your business.

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Creating a strong brand involves in-depth market research to work out why customers should be attracted to your business. A strong brand will help customers to remember your business and feel greater confidence that your products or services will suit their needs. Customers tend to be loyal to a brand they trust.

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Branding should be considered in the early stages of starting a business — launching a business with a strong brand will give you a greater chance of success.