Cambridge Dictionary defines branding as "The act of providing a company with a particular design or symbol for the promotion of its products and services". Not so long ago, the branding was pretty precise – at least the overall consensus at that time. Branding is (and is still) misunderstood by being reduced to its aesthetic component: visual identity. For many – the name, the logo, design, packaging, etc., is still about visual identity. Moreover, while branding has evolved enormously over many years, even high-level marketers are preaching the same old vision of branding . The branding of a business is more important than you could think. Your brand may appear on the outside to consist only of items such as logos and colors, but in fact your brand is your entire business identity. It’s the personality of your brand! Branding has always been a key part of business, but now more than ever. Consumers are exposed to new brands every day with social media. For consumers ...