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Branding is often associated with identity and marketing, but the most successful businesses understand branding as a foundational element of strategy. To customers, a successful brand (with its associated marketing messages and images) is the embodiment of a desired outcome. Building a strategic brand is about understanding and satisfying your customers\’ outcomes in a way that truly separates you from your competitors. When you become known for your ability to fulfill a customer\’s desire in a way no one else can, then you not only have an authentic brand but you also have a clear path for continued growth.