Branding
![Branding](https://cdn.prod.website-files.com/6478bda853b1ce226d27f16a/64f85ee660e5e162807979f6_DSC_9657.jpeg)
Branding is a disciplined process used to build awareness and extend customer loyalty. It requires a mandate from the top and readiness to invest in the future. Branding is about seizing every opportunity to express why people should choose one brand over another. A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding.
Source: Designing Brand Identity - Alina Wheeler