Creating positive perceptions requires consistency! Branding is the process of creating a positive perception of a business in the minds of customers, partners, and suppliers, by combining elements such as a company name, slogan, design elements, and a consistent theme in all marketing activity. Your brand aims to differentiate you from competitors, promote confidence in your business, and build customer loyalty. Before deciding on your brand strategy, it is important to spend ample time understanding the importance of branding and how to develop it for your marketplace placement.