Branding is often confused as being directly linked to advertising, but it is possible to build a brand without advertising and save costs. To do so, companies must first have a clear brand vision and mission aligned across partners and associates. Most importantly, the product must deliver genuine value to customers, with the product value matching customers' perceived value. If the product is right, it will lead to risk-seeking early adopters trying and promoting the brand without any advertising, through word of mouth. Everything must be right about the product and value it provides customers for branding to succeed without advertising support.