A strong brand image is a fundamental element for any business, large or small, online or brick-and-mortar. But what is your brand? Your brand is a visual expression of your company’s core values and mission. This can include your logo, your byline, your website and other mediums through which you communicate your company’s message. It is the face you present to the world, a promise to your customers. It expresses who you are and what you stand for. No one can (or should try to) be all things to all people. Accurate and powerful branding can be utilized to draw in the types of customers you most wish to serve and swiftly establish a sense of trust with customers who feel you share their core beliefs. Research has shown that brand name recognition can increase profits between ten and twenty percent, creating added value for your company through an established perception of quality, and by creating emotional attachment between your company and your customers.