According to Kristie Rimmele, Internet Marketing and Branding Expert, 75 percent of consumer buying decisions are based on emotions. This relates to the sales philosophy of “selling to the benefit.” This means that consumers don’t purchase a product or service per se but the benefit that product or service provides. The goal of branding for every company is to instill in the mind of consumers the perception that they alone can provide that benefit in a way that no other company within its niche can.