Done right, branding offers a company an edge over the competition. So what exactly is branding, and why is it important for companies to integrate a well-rounded branding and media strategy?

Simply put, branding is an organization's direct and evident promise to their customers and prospects. Let's face it, every great company stands behind something, but it's through effective branding and media that the outside world is made aware of these unspoken words and decide to consume or deflect a product or service based on the merits of the branding efforts.