Branding is the creation and development of your company's brand: the logo, images, slogans, ideas and other information connected to your company or product. Branding is what makes your company recognizable and unique.

For the most effective branding, a memorable name and a ubiquitous slogan should be combined with an instantly recognizable and unique logo. A logo is the graphic or design by which your firm or product will come to be imagined by the customer. As in other elements of branding, simplicity can often be the best strategy. Your logo can be as straightforward as a simple geometric shape or, potentially, an elaborate design of a simple idea - such as a silhouette of a person or an object. In contrast to other elements of branding, your logo needn't in itself be a clear representation of what your firm does, or what your product is. Its most important factor is being recognizable and unique.

Once the logo has been chosen, it should be used regularly and consistently throughout your branding strategy, in order to represent your firm or product wherever possible. You should combine the elements of your branding - firm name, slogan and logo - on each piece of correspondence you make or advertising space you buy related to your product. This means that emails, letterheads, business cards and invoices, and promotion and advertising, should bear the main elements of your branding. In doing this, your branding will be extended to the reaches of everything you and your products do, and will continue to spread the word of your growing success.