When you come to the current market with a new brand, your product or service has to stand out. You have created an original product that can compete with your competition and give it a purpose your target audience will value.

As Catharine Slade said in her book Creating a brand identity:
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You have to be better, different, or cheaper. Challenge yourself to stay relevant, simple and convincing.

Building an emotional relationship with your customers is the best way to create a strong core of loyal customers. It’s also one of the key reasons why we bother to brand at all. Companies always benefit much more from a loyal customer, than a one-timer.

Loyal customers will choose you over your competition. They will come back, they follow you on social media and they read your emails. But most importantly, they wish you success and growth. In a case such as this, you are building something that is called a "love-brand".

If you want to look reliably as a brand, you need a presentation, which will be attractive to your customers. It also needs to be simple, clean, and memorable. A good-looking logo is cool until you realize people don’t remember it and can’t even describe it to their friends. This is where a professionally made visual identity and branding come into play. If you ignore your branding and identity - your digital footprint - your customers will too. There's no reason for them to care about you. They won’t ever truly love your brand.

Even though it’s not obvious at first sight, branding is all around us - every piece of paper handed to you, trying to sell you something, the design of your watch, or even the color of your shoes.