We most often think of brands in terms of products, but every organization has a brand whether self-defined or by default. Simply stated, your brand is the personality of your organization and the promise to your consumers. An effective brand identities your values, defines how they are communicated and reflects the emotions and experiences consumers will have when they interact with your business. One group that handles branding particularly well is the hospitality industry. Most hotels and restaurants create a distinctive brand identity to differentiate their services and spaces from others in the marketplace.