Your brand performs a number of key roles:

	It clearly identifies your product or service, keeps it "top of mind" among your customers, and sets it apart from your competitors.
	It communicates the personality of your business to your clients, and develops a "feel" for what you do.
	It functions as a piece of intellectual property which generates goodwill and becomes a major asset to your business.

The formula for building a successful brand:

Instant fame: Your brand must be instantly recognisable - strong, distinctive and reassuringly familiar.
Universal appeal: It will need to be acceptable to all cultures and languages in which it may be marketed.
Credibility: No-one likes a phoney. A good brand is genuine, believable, and honest about what it is.
Uniqueness: Your brand (including the name, logo and strapline) must be unique. It will have the "wow" factor that makes it stand out from the crowd.
Protectability: You must be able to protect and register your brand as your intellectual property.