What does branding really mean?

For many, a brand is little more than a nice-looking logo. But for those in the know, a good brand comprises so much more, and could in fact be your business’s most valuable asset. Here’s how to identify, build and maintain an enduring brand.

Ask ten marketing-types for a definition of branding and you’ll get ten different answers, but they’ll likely share some fundamental characteristics. Once you appreciate the true value of a brand, the need to nurture and improve it becomes obvious.