The term “branding” is confusing to many and despised by some. But a brand is simply how the values and purpose of an organization is conveyed to others. Although the consistent use of a brand’s visual identity (logo, colors, typeface) is important, an organization’s brand is also about the language (messaging) it uses, the way employees interact with the public, and whether they fulfill people’s expectations. Behind some of the examples we show here is a process of digging deeply into an organization to create both the visual identity and its messaging across all media.