The term “branding” is often misunderstood—either mystified as the exclusive domain of marketing experts or dismissed as merely superficial. Branding isn’t optional, and it’s not just a logo. If your business exists, you have a brand—shaped by every decision, interaction, and impression you leave. Your brand is your reputation—woven from your culture, your values, your consistency, and the experience you deliver. Branding is the intentional act of defining and refining reputation; marketing is how you share it with the world. Branding is about the promises you make and the promises you keep.