Branding is the art of creating a unique identity for a company, product or service. It is the process of developing a distinctive and memorable brand that communicates the essence of the company, its values and personality to its target audience.

One of the areas that have seen significant changes in recent years is in the delivery of business services.

I was recently talking to local practitioner about ways to add value to the firm. During the course of the conversation I realized that he and I were talking about two different concepts.