Branding includes a great many factors that, when put together, form the collective promise of a company to its customers. Many branding elements are made up of how you position a brand. Is your organization the safe, traditional one, or the young upstart? Are you the high-quality, premium product or the low price alternative?
Branding also manifests itself with your business practices. Are you responsive to customer issues? Are you active in real-time social networks? Is the CEO and executive team visible in the media and at conferences, serving as industry thought leaders?
Many of these branding elements are made up of inputs outside of the marketing department. Among the aspects of branding directly controlled by marketers, such as your company's logo and color palate, product packaging, web design, and word choice, the least understood is the use of music for branding purposes.