What is a Business Brand, and Why is it Important? A company's brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another. A business brand is the identity of a company. It is the identity of a company’s products and services, its values, and what they stand for. A business brand is crucial because it helps customers identify with a company and what they represent. The most important aspect of branding is consistency. The purpose of branding is to create an identity that people can associate with your company. When you have a clear, consistent message across all channels, then you have created your brand. The Importance of Your Company's Brand Name & Logo Design A company's logo is the first point of contact with the consumer. It is the company's identity and it should be designed to reflect its values and what they stand for. While