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Everyone in business understands how important branding is for the success of your company. Originally, branding meant a way to tell one person’s cattle from another’s. Nowadays, a brand defines the identity, or the personality of a product, a company, a service, or even an individual. Businesses want to make their brand something that becomes familiar to their customers and something that generates positive feelings. The American Marketing Association defines brand as the “name, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers.” What can be branded? Names of businesses, associated logos, taglines, slogans, names of products, and even product shapes, sounds, smells, and colors can be part of your brand.