Branding is a process for distinguishing one product from another (brand positioning) and the features that enable stakeholders to choose one product over another (brand personality), At a corporate level, features that enable a customer (or employee or investor) to choose one organisation over another include a wide range of factors, from product value and quality to financial security, customer care and an organisation's ethics record.
But the brand is more complex than just the features an organisation chooses to distinguish it from its competitors.
First, brand and reputation must identify features that will make stakeholders view the organisation more positively, and then successfully communicate to those stakeholder groups that those positive features exist.
Brand and reputation must ensure that the actual experiences stakeholders have with an organisation are positive, and more important, that they fulfil the promises made in stage one.
The way the stakeholders interpret and evaluate an organisation's distinguishing features, along with their experiences of the organisation, is as important as what those features are and whether they are implemented.