A brand is an organization’s promise of quality and consistency. It tells consumers that this product or service is established and dependable. Brands also aid consumers in making choices. Imagine trying to buy groceries, for example, if you had to evaluate the advantages and disadvantages of 10,000 items every time you went to a supermarket.

Branding and identity, then, is the art and science of creating and conveying the key qualities of an organization to a targeted audience. And it is expressed in everything an organization says and does.