Is it your company’s logo? Your advertising or public relations campaigns? These are all elements of branding.

Branding is the intangible part of your business. A brand, unlike your product or service offerings, is a collection of ideas, feelings and word associations, representing a value proposition. It’s what you expect of an experience with a company, its products and services.

Customers choose one particular brand over another because of its intrinsic value. Your brand serves as the link between your product’s promise and the customer’s desire. Everything that you do either reinforces or erodes your brand.

Branding is a way to differentiate your company, product or service from competitors. It means having a personality that is unique and appeals to customers. It’s everything that you do daily, online and offline.