Branding your company should be the first thing a company does. You must convince potential customers to buy from you.
Very few people have a monopoly like Microsoft or EBay, everyone else need to steer business to their company or product. When people think about your company, what is their impression.
For my company, I wanted to portray a fresh, professional, ease of use type of company whose product meets their quality needs while helping their business.
This technique can be applied to any industry. The key is to now your product and the strengths of your company. The next step is to educate your customers on your company's merits. Then you must reinforce your image constantly to stay in your existing customers mind, as well as peak the curiosity of potential new customers.
Business branding must be highly visible and easily identifiable to the public. Your branding logo and slogan should be consistently displayed in all your company advertisements and correspondence. The image your company projects is just as important as the quality of services and products you provide.