Cambridge Dictionary defines branding as “the act of giving a company a particular design or symbol in order to advertise its products and services.” Not so long ago, this was a pretty accurate description of branding – at least, what the general consensus was at the time. Branding was (and still is) misunderstood by being reduced to its aesthetic component: visual identity. For many, whether specialists or not, branding is still just about the visual identity – name, logo design , packaging, etc. Even more so, while the concept of branding and its understanding have evolved enormously over the years, the same old vision of branding is being preached, even by high-level marketers. “Brands are essentially patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people.”— Tom Goodwin Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company.