Branding is the process of creating an association between a symbol/object/emotion/perception and a product/company with the goal of driving loyalty and creating differentiation. For example, through product packaging and advertising, Coca Cola has created an association between many different elements of its brand to its consumers. The hourglass shaped bottle, the red and white colors, and even the font of its logo together make Coca Cola distinctive from its competitors. Branding has many shapes, forms and mediums i.e. brochures, flyers, company business cards, postcards, website, newsletter, packaging and even the office interior and exterior. All these and a constant advertising has been successful in reinforcing past positive associations between the brand and consumers. Including your logo on every marketing piece from business cards to your signage can help customers recognize your brand.

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