When a person speaks, others can hear their words, voice tone, and inflection. Their enunciation can convey a lot of powerful information, such as whether they’re making a serious or humorous statement. Companies don’t have the type of physical body or voice people possess. That’s where branding comes in. A company’s brand distinguishes them from the competition by emphasizing its values or services. For decades, Disneyland’s been known as the “happiest place on earth,” while De Beers has reminded us that “a diamond is forever.” These slogans reinforce the company’s brand. Disneyland is a fun place for family entertainment, while De Beers sells jewelry. Brands may not be tangible assets, but they generate value. An effective brand strategy can establish your company’s reputation and distinguish your business from the competition.