description:  "The Branding Process" What's a brand? Common misperceptions include logos, taglines, advertising, etc. These are representatives of the brand or a means to communicate it--but they are not THE brand. A brand is the promises and perceptions that an organization wants its customers to associate with its products and services. It's a dynamic, multi-dimensional entity with a life of its own. A successful brand includes message consistency, integrated marketing communications, internal buy-in and operational support. A brand is identifiable, understandable, appealing to all audiences, and believable to the market. HPA has led various organizations through the branding process. With market research, operational and administrative audits and recommendations, creative visual concepts, and internal and external communication strategies, clients are effectively building and living their brand.