A brand is the name, symbol or design that differentiates a product or service from others like it. Your brand should convey to your customers who you are, what you stand for and what you hope to achieve. Most importantly, your brand conveys that unique three-fold message in a way that differentiates your company from your competitors. Branding is the tactical execution of that message through elements like logo design, branded messages or taglines, brand integration, design standards, and brand consistency.
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