Great Resource on Branding

* A brand can help your organization bridge changes over time (e.g., changes in services offered) as it keeps audiences plugged into more enduring values and benefits.

* A brand is the shorthand for the identifying characteristics an audience retains and recalls when they think about the experience provided by your organization and its products or services. It is your organization’s commitment to deliver products (goods, services or programs) that are consistent with the brand positioning. This is the brand promise.