"A brand is a name, logo, slogan, and a design schema associated with a product or service.  A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas and even personality.  Recognition is one of the main factors of successful branding.  A strong identity , especially in logotype, strengthens your brand, making it recognizable to the target audience.  Brand is what your customers experiencing and it is important that the experience is consistent for them.  Your company branding and marketing efforts depend on visual consistency and a quality logotype that clearly represents your company.  A good logo leads the viewer to the pertinent information; it is what potential and existing clients memorize  first and how they will accept your company.