Branding is one of the most important aspects of any business, small, large, retail, B2B. An effective branding strategy gives you a great edge in a continuously growing market. But what does “branding” really mean? How does a new business like yours affect the public? In short, your brand is your promise to customers. It shows them what expectations they should have regarding your products and services, and differentiates your offer from that of your competition. Your brand is a derivation of what you are, what you want to become and how the world perceives you.