The branding of your business should be at the heart of all business activity as it creates a structured approach to all of the company's communications. Business branding is used to differentiate your business proposition and position it in the market place with an corporate identity. The design of a company brand is dependent on many variable factors. Fundamentally it is based on the company ethos, the company image that you wish to project, the audience that you wish to relate to and how you intend to engage that audience. Achieving a smooth blend of these factors directly corresponds to the success of your business. As much as different personalities may find an affinity or clash, the image that your company projects can have a similar effect on the audience. Branding is not simply about putting the company name out there, but a comprehensive process of positioning your company in the market with graphic design and marketing initiatives.