Demonstrating the essence of a brand is vital to creating the ultimate connection between what a brand is meant to be and what a customer believes it is. Authenticity rings true at that moment to deliver the fundamentals of a solid brand in the marketplace. But often times what a company says about its brand is not, in itself, enough to establish a connection with the customer. Brands must be explained and third-party endorsement must be lent to give the marketplace a true sense of what a company or product stands for. At Cushman/Amberg, we become involved early in a branding or re-branding process to build strategies for how organizations describe themselves to the outside world, through Web sites, the media and beyond. We also become involved in developing strategies for communicating a brand with employees and other internal audiences before proactively reaching out to the public. In concert with marketing, our firm helps tell the branding story in a way that builds greater understanding and third-party recognition.