Branding - is the entity or individual's representation of what it stands for, often based on cumulative impressions and positive reinforcement. Wikipedia defines as follows: "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."
About.com mentions... "Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions..."

Like a cattle brand, a business/ministry brand can be identified readily and is used for increased awareness of the entity or individual. Branding is used throughout an entity or individual's representation, such as in its logo, letterhead, business cards, on its web site, in its tagline, and other areas where recognition is desired.

A great example of effective branding is the Nike "swoosh" logo because it's instantly recognizable around the world, or with food chains such as McDonalds with its' Golden Arch (M).