In marketing, and especially Internet marketing, branding is important to establishing the company identity. Branding is the result of an accumulation of experiences that consumers have with a particular company or product.

A brand creates associations and expectations among the products made by a company. The brand is a symbol for all of the information that is connected to a company, a product or a service. Branding can include a logo, font selection, color schemes and symbols that work together to create an impression of the values, ideas, and personality of the company.

Branding has significant importance in Internet marketing where the competition is huge. Having a noteworthy and unique branding strategy can help companies stand out in the vast online marketplace.

Individuals can also develop a form of personal branding, which can help establish credibility with their online customers and target a specific niche of people.