The document discusses branding and defines it as "a name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." It notes that branding is about getting prospects to see a company as the only provider of a solution to their problem, rather than just choosing a company over competitors. Good brands clearly deliver their message, build trust, connect emotionally, and motivate and create customer loyalty. The rest of the document provides tips on defining a company's brand through its products/services, qualities, target market, tagline, and developing a brand personality.