When you attempt to break down countless texts, webs sites, doctoral dissertations, blogs and other content sources that define branding, you'll see different "spin" on the subject; but in reality what truly matters is the meaning your product or service holds in the lives of those you serve.

Quality-or brand experience- you can develop award-winning creative, flashy web sites, great point of purchase displays, etc.; but if the product or service does not deliver what your clients expect, then a core premise of "branding" has fallen short.

Positioning- in essence, if your brand can break through all the clutter, what "position" or "space" does your brand occupy in the consumer's mind? Has your marketing communications program delivered a clear, consistent message that tells your "story?"

Building a position in a consumer's mind not only requires impactful ads, but also a guarantee that is honored, service that pleases, modern- fast web presence and relevant offers that your target audience actually wants.

A long-term commitment- any well-written text you open on the subject of branding will reference frequency of message. Defined in most basic terms, your communications platform (brand positioning central campaign message) must reach target audience members frequently to break through daily ad bombardment and eventually resonate.

This 'resonance" that marketers' desire happens once the value of your brand is clearly understood by targeted consumers; they will comprehend how and why you are different from the competition. At that stage of the communications process it is likely you will be rewarded with frequent purchases, "buzz" or word of mouth business referrals and if you've done very well, loyalty to your brand.

Your bottom line- when all is said and done, if your investment in a brand building program has developed a cadre of loyal clients, you are much less vulnerable to competition and your balance sheet will reflect the impact of long-term profitability brought about by those who stand by your brand.