Branding comes first as it’s a process of creating a story that communicates value to your customers. Your brand identity is how you want to portray your business to your customers, and includes how you choose your business name, the design of your logo, the colours and shapes or graphics you use, and the type of language you use. Large companies like McDonalds, Apple, Coca Cola, Adidas, Nike spend millions every year to promote and develop their branding, because they know it directly affects their sales and market share.