I have worked in Cloud for almost 15 years now. During that time, the subject of branding has periodically appeared as a requirement from customers or partners looking to use cloud services, or wanting to sell them. Examples that I can think of include using custom domains on OWA for Hosted Exchange, custom domains for SharePoint, Control Panels, Apps, and the login page for Office 365 via Azure AD. It's something that's always been topical; and there are a number of reasons as to why organisations want to use their own. Some have told me that it's easier for users to remember and to use. Others have required it for White Labelling. One said it is a reminder of who is supplying the service or who owns the relationship. Another said it was for professionalism and to enhance selling. Of course, this list isn't meant to be exhaustive. And in my experience most - if not all - of the reasons for branding are rooted in the concept of identity. Take Microsoft. Over the last few years they have rebranded their logos, and many of their products. This includes adding Microsoft as a prefix in their product names. When you start up an office app? Up comes the logo and the name. When you start up Microsoft Teams? Up comes the logo and the name. Branding is so important because the identity of the organisation - and its use in it's product - influences the perception of those who use it. Now I am not a marketer. Nor am I a psychologist. But I don't mind admitting in all of my Microsoft bias that seeing a Microsoft Logo on the product, it gives me a sense of quality, of familiarity, and goodness. So following on from things such as the login page via Azure AD, Microsoft is introducing customization policies for Meetings in it's Premium SKU which allows you to brand them. But this one may just be better than the rest. Meetings are our forum to sell, to consult, to meet, or to learn. Branding them with our own identities transmits our values and our company culture. It helps us to grow our brand.