There are many ways to define a brand. For instance, it can be defined as  “a collection of perceptions in the mind of the consumer.” Also consider that “a brand is a promise,” according to Walter Landor, a brand design legend. Everyone has their own definition of what a brand is, but these two statements sum it up pretty nicely. What do you want your customer to think of when she thinks of... 

Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses however, have what could be classed as a ‘brand’ or a ‘brand name’. Branding is a word commonly referred to by advertisers and marketing people, but what does it actually mean, how can you get it, and most importantly; how will it benefit your...