Branding is what links all of your
products and services to your company. Likewise,
a brand differentiates your products and
services from others in the marketplace.
An effective branding program gives
meaning and direction to existing and
future products. It creates a memory of
the relationship between your
organization and the many customers that
you served. Your customers and clients
come to know what to expect from your
unique brand of products and services.
Brand identity can be
communicated by a unique trademark, a
distinctive name, or other design element
like color and typographic
styles--those design elements that
identify a product or service of your
organization.
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Minnesota: A History of the Land 
-Audits and Strategies
