Almost every business has a trading name, from the smallest market trader to the largest multi-national corporation. Only a minority of those businesses howeverhave what could be classed as a ‘brand’ or a ‘brand name’. A well-known brand is generally regarded as one that people will recognise, often even if they do not know about the company or its products/services. The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even design features (e.g. Regularly used colours or layouts, such as red and white for Coca Cola.) that identify the company or its products/services. The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/image helps to keep your company image in the mind of your potential customers. A strong brand will project an image of a large and established business to your potential customers. People usually associate branding with larger businesses that have the money to spend on advertising and promotion. If you can create effective branding, then it can make your business appear to be much bigger than it really is. A strong brand projects an image of quality in your business, many people see the brand as a part of a product or service that helps to show its quality and value. A strong brand creates an image of an established business that has been around for long enough to become well known. A branded business is more likely to be seen as experienced in their products or services, and will generally be seen as more reliable and trustworthy than an unbranded business.