What does it mean to “Brand”? Yourself? Your company? Your product? Brand is ultimately a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. It’s the personality, a promise, your carefully crafted story. A specific and appealing brand is what differentiates you from the competitors and it is absolutely essential to exposing your company’s top attributes. Brand is the public’s image of what makes you unique, achieved through consistent messaging across marketing collateral, advertising campaigns, your image in the media, presence at tradeshows, and more. Through an awareness of brand and active development of it, you will start achieving the long-term goals of creating positive perceptions, shaping opinions, managing your reputation, and fostering the experience that best represents you.