Branding is one of the most important aspects of any business, large or small. An effective branding strategy gives companies a major edge in increasingly competitive markets. Having strong branding with clear and consistent messaging is the first step towards gaining the trust of the consumer. Defining your brand is the first step towards building a successful name... and having a poorly defined or confusing brand is perhaps worse than not branding at all, as it might leave the wrong impression. A company’s brand is its promise to the customer. The brand informs audiences internally and externally on what can be expected from the company regarding its products and services.