Branding is the process of consciously shaping a reputation through every experience a customer has with an organization. Successful brands look at all the interactions leading up to, during and after a sale for opportunities to improve and reinforce their reputation.
The best brands are built on emotional connections. The stronger the emotional connection, the deeper the relationship. A healthy brand makes it easy for people to remember who you are, what you do, and why they should care about your organization. It creates an enduring preference for your product or service.