Branding is a company's attempt to differentiate their products by establishing a relationship with the customer. Companies don’t want customers to think of their products as a commodity; they want their brands recognized for attributes such as performance, quality and customer support. Theorem has helped companies develop a unique identity or brand.

One client had developed a line of products that could be very easily and quickly modified without sacrificing existing regulatory approvals. The line was branded "flexibility series" and an entire campaign of advertising and promotional literature was built around this brand. The brand was depicted using pictures and line
illustrations of a very flexible gymnast