A process in which a brand becomes realized in naming, logo, and design that is recognizable to the public. Branding is an essential part of starting a business and brand maintenance is essential in market differentiation. A brand’s differentiation occurs by focusing its psychology, design, and copy on what sets the brand apart. Differentiation increases the probability of brand equity or the ability for a product or service to be called to mind when a potential customer experiences a qualifying need. Additionally, branding is essential to the ecosystem of culture development, to attract and retain quality employees by the alignment and maintenance of values.