Branding a new company has recently become a necessary goal that every company wants to accomplish for itself. New companies have a tough act to follow, considering the number of branding successes they have achieved: Apple, Coca Cola, Nike and Starbucks – just some of the examples of highly successful businesses that have conquered the market. Who doesn't think of Apple, Coca Cola or Starbucks without also visualizing the brand? Apple has overtaken Microsoft, which had dominated the market for years. The reason is partly due to Apple's highly successful branding strategy. The Coca Cola Company also surpassed Pepsi. Which brand is most recognizable? As a matter of fact, Coca Cola's highly recognizable brand image has allowed it to conquer the US carbonated drinks market, but it has also expanded its reach to the international market, putting many local businesses around the world into crisis. Brand identity is integral to the growth and success of a company. It provides a line of communication with customers, differentiates the company from others in the market, shapes corporate style, and increases company performance (Ellwood, 2002). In my experience as a graphic designer, I became more aware of the importance of brand identity after immigrating to the United States and beginning studies for my Master's in Graphic Design. Graphic design as a course of study does not exist in Saudi Arabia; so as a result, I realized that designing a brand identity for a business or company is not an easy job. Talented graphic designers who follow the guidelines I learned in the United States are the key to a successful brand identity for Saudi Arabia. However, the... middle of paper... Kirkpatrick, Janice. New package design. London: Laurence King, 2009.Lamson, Gerren. “Designing a brand identity.” Creative Market. https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity (accessed September 25, 2013). McGrath, Casey. Starbucks, a lifestyle: the coffee persuasion. Accessed October 12. https://www.msu.edu/~mcgrat71/Writing/starbucks_a_lifestyle.pdf.Mohammed, Arsalan . “The Amen Art Foundation brings art education to Saudi Arabia.” Harper's BAZAAR ART, January 1, 2012, 19.Wheeler, Alina. Designing the brand identity is an essential guide for the entire branding team. 4th ed. Hoboken: John Wiley & Sons, 2013. Zac, Kenni. "Establishing a brand identity | JUST™ Creative." JUST™ Creative – Graphic designer, logo and brand identity specialist. http://justcreative.com/2011/05/19/establishing-a-brand-identity (accessed October 4, 2013).