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Building a brand takes years of strategizing, planning, and money; a fact some of the biggest brands in the world would easily confirm. Steve Jobs named his hardware and software company Apple in the midst of his ‘Fruitarian diet’ because it sounded simple, fun, spirited and not intimidating. The rest, of course, is history! Coming to brands like Google, Facebook or Skype, we almost use them in our everyday conversations as verbs. Such incredible brand recall is an ultimate compliment for any company, demonstrating a personal connection between them and the consumer. For a new-age business, a nifty logo and a catchy name around its product become equally crucial to creating an impact and evoking strong passion among consumers in the long run. In this era of unlimited choices, a startup is required to build a brand that is consistent, memorable and differentiated to captivate consumers and eventually capture mind share. However, there is no instruction manual for building a bran