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Branding. We do it. 

Branding is a word that gets tossed around a lot. Your brand is a promise to your customers, and you have some decisions to make regarding that promise. Do you want your brand to be a bowl of indistinguishable mush, left to cool on the counter of a roadside diner, each fleeting wisp a mixture of regret and ambivalence? Or, would you prefer your brand to be celebrated like a royal baby, brilliant and glowing, illuminating the hearts of your customers and soon-to-be customers, making them believe that every interaction with you draws them closer to the happiness they desperately deserve?

The effects of branding choices