Your brand is your image to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be. The name, logo, mission and vision, website, packaging and promotional materials, marketing and promotion strategy, all the components together communicate your brand. An effective strategy gives you a major edge in increasingly competitive markets.