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"A business’ brand is made up of a lot of different elements that the public comes to associate closely with your company. These brand elements can include things like your name, your logo, your slogan, your company colors (Tiffany’s aqua blue), a certain sound (think NBC’s chimes), a tone of voice (LivingSocial’s signature snark), or even a smell (walk by a Subway restaurant and you know it). Branding is the process through which you make decisions about your brand elements and take steps to link them to your business in your audience’s mind."
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