Branding is more than just a company logo or a label on a product. Branding is who you are and what makes you distinctly different from the rest of your competitors. It is the emotion that is felt by your customers and clients when they recognize you in the crowd of a highly populated marketplace. Corporate branding is distinct and memorable and without it, the organization has no way to differentiate its products and services, and consumer choices would essentially be arbitrary. How is your company packaged now? Does that package communicate? Impel? Inspire? Motivate? The brand development process is a packaging of how your company presents itself to the world. founders. It is your company's distinct personality. Some businesses take on the personalities of their. Others are a marriage between what the business offers and what their customers want. Still others develop a personality around one key feature.