Defined by 416BC: Putting your logo/slogan out where your client finds is incessantly.

Branding is an important piece of your business program. You shouldn't to travel farther than your front room to observe this. On your television you encounter dozens of commercials from Pepsi, Coca Cola, and Nike. These entitys don't stand in front of you trying to tell you why their goods is better than their competitions during the 20 second commercial, their primary goal is purely brand recognition. All they are attempting to do is make you grin and perhaps express joy during their commercial.

Logos

Logos are one of those things where it really doesn't matter what the company designing your website thinks it should look like, it matters what you want it to look like. I mean really, what if they like pink and purple, but you want it to be an elegant black and white logo?

Getting a logo can get expensive, check out this list of million dollar logos! See that logo up there, the Starz logo? 25 MILLION DOLLARS! Obviously if some of the largest companies in the world think it's worth it to spend crazy amounts of cash on their logo, you shouldn't overlook yours. You don't have to spend that kind of money to get a decent logo. The reason it costs companies like that so much is they do a lot of field testing, focus groups and more to see what the public things of the new logo. This is all before they even decide on the final version.