What do the products and services you use repeatedly have in common? You trust them. But why do you trust one brand over another? It's probably because you have had a consistently good experience. That's the power of branding. It’s also the starting point to define your overall marketing strategy. Without a brand, marketing is unnecessary. The best way to start developing a brand strategy is to look at a company’s business plan. Your brand is what makes you different from your competitor. These differences are expressed visually, sonically and articulated in the way you speak your particular brand’s language. Essential to include in your brand strategy is what user interface (UI) technology you will use to ensure the best user experience (UX).