First time labelling occurred was when animal owners marked their cattle in order to distinguish the differences. The need for labelling was added when the trade had expanded during Roman times in order for the customers to know who manufactured their craft. Trademarks are characterized as a way to distinguish one's own product or service from someone else. The marketing purpose is to create an identity. The brand has an important role as an effective competitive tool for businesses. A brand can have many different functions, which will simplify a customer's decision making process in selecting a service or product. The brand can be used as a guarantee and an image can be created in order to show a company's identity and personality. But what does the work of building the brand in different business? The problem of this study is: What is required for companies in order to build a strong brand? The purpose of this study is to examine how companies are building their brands and to compare this to the theoretical part of branding. Based on this, an analysis was carried out and a description of the similarities and differences. The study will also contribute to a deeper understanding of what is required by companies to build a strong brand. Three companies operating on the isle of Gotland formed the basis for the study. The theoretical material contains different literature as well as scientific articles, all of them very fundamental to the study.