A brand is the most important facet of any business beyond production, distribution, pricing or location. It is what that exists in the consumers mind about a company or entity. Every bit of communication a company has with the market or clients results in making or breaking a company brand. It is associated with the goodwill and loyalty you have earned with your customers. Hence, it is essential that your brand should differentiate your products and services from the competition in a significant way. It should remind people of the reputation for which you are known.