A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers. They are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique. Just like with the reputation of a person, the reputation of a brand precedes it. Once a certain brand perception has been established in the market, an uncontrollable chain of propagation begins. Word of mouth will pass the perception on and further reinforce or tarnish the reputation of that brand. If the reputation is positive, potential new customers may contact the brand, having an already positive association in their mind that makes them more likely to make a purchase from this brand than from the competition.