When asked to identify a brand many people will note a slogan, a symbol or even how the name of the organization is written. Organizations spend time and resources to develop the prefect name or logo and never realize that they are missing the entire concept of branding. Real branding represents the promise(s) the organization is making to customers. Branding is the value that people receive from the organization. Branding is the set of beliefs and values that are the core of an organization. Branding is the DNA essence of an organization. To develop a great brand consider what promise(s) your organization is making to the customer.