There are many different definitions of a brand, the most effective description however, is that a brand is a name or symbol that is commonly known to identify a company or it’s products and separate them from the competition.
A well-known brand is generally regarded as one that people will recognize, often even if they do not know about the company or its products/services. These are usually the business name or the name of a product, although it can also include the name of a feature or style of a product.
The overall ‘branding’ of a company or product can also stretch to a logo, symbol, or even design features that identify the company or its products/services.

The main benefit of branding is that customers are much more likely to remember your business. A strong brand name and logo/ image helps to keep your company image in the mind of your potential customers.
If your business sells products that are often bought on impulse, a customer recognizing your brand could mean the difference between no-sale and a sale.
Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products.
"If a customer is happy with your products or services, a brand helps to build customer loyalty across your business."

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