A brand is a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need. A brand can take many forms, including a name, sign, symbol, colour combination or slogan.

The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.