More about "branding"

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers".

Branding goes a step further than we often think.  It isn't necessarily about getting your target market to choose you over the competition, it is more about getting them to see you as the only company that provides the right solution to their problem.

What a good brand will achieve includes:  delivers the message clearly, confirms your credibility, connects your prospective clients emotionally, motivates your prospective clients to become your clients, solidifies client loyalty.

Taken from http://marketing.about.com/cs/brandmktg/a/whatisbranding