By: Leslie-Ann Fletcher of DWG According to Entrepreneur.com, branding is the marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products. Branding is that and so much more. Branding is imperative for businesses because it showcases a business? identity across the digital landscape; it is the first thing potential customers see. Branding is vital because it will help your company stand out from the mass of solicitations while also creating the framework of a business? culture. 
A company?s logo is an integral part of a company because it is what should appear on your website, promotional materials, and social media. Incoherent branding can be confusing and will make it hard to differentiate from different companies. For example, using two different logos or taglines to represent your company could certainly be ambiguous. If your company?s website has one logo and then uses a completely different one on social media, people could very well assume that two different companies are being represented. Branding allows for added value, and is critical because it makes your company more recognizable and can portray your business as the only one that can provide a specific solution or the best solution. It confirms credibility, differentiation and authenticity. A brand is a promise; a promise that you keep. Consistent branding is effective and indispensable to a business? success because it makes it
easier for people to trust the company, its mission and innovation. A lack of branding can result in a company getting lost in the sea of many other businesses in its niche. Dream Warrior Group recently re-branded the Old Town La Quinta website with a new look and logo. 
Branding informs potential patrons about what you are selling and why. People are loyal to brands and will become repeat customers if you have strong branding. People are also more likely to do business with companies they are familiar with and have dependable and consistent branding across all channels. People know what to expect and will advise others about your brand if you provide a memorable experience. Brands that instill confidence in others will get more referrals. Most importantly branding drives your marketing identity and can elicit positive emotional responses, which helps provide consistent results.