You are probably wondering what this means. At its core it means you need to look at your vision and then define your Brand as everything related to delivering on that vision. Why the capital ‘B’ Brand and the small ‘b’ brand? Capital ‘B’ brand are all of those things that you do that are related to your vision, that is your real Brand, small ‘b’ encapsulates all of those hour long discussions you have over colors and photos and the perfect copy. There are a lot of people who will tell you those are your brand, but they are not (unless you are a creative agency). If an hour discussing colors takes you away from an hour developing your real Brand, that is wrong. Branding is a key concept to marketing and there have been many, many books written on branding. Searching Amazon.com there are over 3000 books on branding. Branding is crucial, but the most crucial aspect of branding is that everything is branding and more than that your employees, your customers, your management, your board must live your brand. Every item in this on this site is part of the brand and the key that will differentiate your company is the extent to which it is incorporated. You cannot be too extreme in implementation.