Branding gets right to the core of your business' values, and is about discovering and communicating the essence of your business and what it delivers to your customers. In effect, your brand creates your business' reputation and its 'personality'. A strong brand can make your business stand out from the crowd, particularly in competitive markets. Effective branding can elevate your product or business into something unique, instead of being just one commodity among many similar others. It can also make you stand out from your competitors, which is particularly important in competitive markets.