Whether you're a small startup or an established enterprise, understanding the value of branding can take your business to the next level. Since consumers are more likely to seek out brands they already know and trust, businesses with a strong brand identity stand out in the market. The logo & trademark is one of the most important brand identity components because it's often the first thing people see from the brand. The logo, the brand's symbol, needs to be memorable and adaptable because it will represent what the brand is. A brand that knows its customers can customize its identity and make it into something that will resonate with its audience. Brand identity communicates to consumers what a brand provides or stands for, focuses on meeting consumers' symbolic needs more than their functional needs, and communicates uniqueness and the status and prestige offered by the brand compared to competitors through brand distinctiveness and brand prestige.