Branding is a way of identifying your business. It is how your customers recognise and experience your business. A strong brand is more than just a logo — it's reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising. Your brand should reflect what your business stands for and what sets it apart from your competitors — it expresses the qualities, strengths and 'personality' of your business. Creating a strong brand involves in-depth market research to work out why customers should be attracted to your business. A strong brand will help customers to remember your business and feel greater confidence that your products or services will suit their needs. Customers tend to be loyal to a brand they trust. Branding should be considered in the early stages of starting a business — launching a business with a strong brand will give you a greater chance of success.