The word brand derives from the farming industry, farmers used to brand their cattle to indicate which cattle was theirs. And although the word 'brand' has developed since then, the principle is still the same. Your brand is your business personality, its what you stand for and how you portray your business to the world. Simply put, its your IDENTITY, its how people recognise you. A 'brand' is an association of what a person or a group of people makes with a company, product, service, individual or organisation.
Most companies decide to brand their product or services by using a name, symbol or design to identify it and differentiate themselves from the competiton.
Your brand should be easily recognisable, and your company values should be portrayed in your brand. Its should be credible, clear and consistent and used as a tool to build your company profile and make strong relationships with your customer.