Branding – in the last few years I have seen this go from a second thought for most health and human service executive teams (if they thought about it at all), to a primary concern. At its core, branding is the act of controlling how your customers perceive you in your market. Why all the new interest in branding? Because consumers (and payers and referral sources) are paying more out of pocket, are more concerned with convenience, are thinking more about “value” – and more. Branding is the shorthand that helps customer choose you, and the goal for most organizations is to . . .