Branding is one of the most important aspects of any business. An effective brand strategy gives you an edge in increasingly competitive markets. Your brand is a definition of who you are, who you want to be and how you want people to perceive you. The base of your brand is your brand name and your logo. Together they communicate your brand. Everything you communicate visually and verbally is part of your brand strategy. The added value intrinsic to brand equity frequently comes in the form of perceived quality or some form of emotional attachment.