Brand is the promise, the big idea, and the expectations that reside in each customer's mind about a product, service or company. As competition creates choices, and services become more difficult to distinguish, the brand becomes the imperative lighthouse for differentiation and recognition.

A strong brand stands out in a densely crowded marketplace, and can assist in placing a company at top of mind. For this strategy to be successful, the brand must encapsulate the true personality, values and essence of the company - and the brand usage and application must be consistent.