What should your business be? When a customer hears your name, what comes to their mind—what do you want it to be? Branding is the articulation of what your business is—what it should be. It makes clear and realistic business objectives possible. It's the foundation for priorities, strategies, plans, execution and the starting point for structure. The gut feeling that persuades, visuals that speak for themselves, and words that speak to others—hand over heart—these strategies all dwell within you. Articulate what you want to be.