Branding is that half-second emotional reaction you have to a person, product, service, or most notably – a brand. A brand promise is reinforced in many ways over time, but it all starts with a strong brand foundation. Branding goes beyond names and logos – it's also how your people embody the brand and personify it with audiences external and internal. And that's the crux of a strong or weak culture, which will ultimately make or break your brand's future. Ultimately, without consistent brand identity, all marketing communications suffer.