A brand is the sum total of impressions left in the minds of all people who engage with the business. That engagement can occur at any number of touchpoints. It might happen when someone visits the company website, sees an advertisement, a Facebook page, or a product package on a store shelf. While brands can’t be created, they can be controlled and managed. Branding coordinates the way a brand is presented, so a similar impression is left with all who come in contact with it. This kind of consistency instills a sense of familiarity and trust.