Branding often takes the form of a recognizable symbol to which consumers easily identify, such as a logo. Common examples include the Nike "swoosh," the golden arches of McDonald's and the apple used by Apple Computers.

Branding is a marketing practice that a company exhibits in creating its name, symbol or logo, and overall design that is readily identifiable as the company itself. It gives your business its characteristics and persona. ... Your brand is like the public face and personality of your company.

Here are four steps to building a successful brand.

• Define how you want to be perceived. When your customers have finished using your product or service, how do you want them to describe their experience? ...

• Organize your business based on this promise. ...

• Communicate your promise. ...

• Be consistent.

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