Branding creates differentiation of your products, programs, services and offerings from anyone else in the industry. If you say “let’s go to Starbucks” to a friend, colleague or stranger there is no weird look of “what?” on their face. Starbucks = coffee. More than that, Starbucks is associated with innovation, creativity and philanthropy. They are known for taking care of their employees and their communities. All of this, is part of their story and their brand.