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In the context of founding and growing a coaching business.
This pearl tree is about creating a visual and audible representation of who you are : your brand May 1

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What is Branding and How Important is it to Your Marketing Strategy?

http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

How to Define Your Brand

http://marketing.about.com/cs/advertising/ht/definebrand.htm This is the first step in the process of developing your brand strategy.
examples

All businesses, big or small, greatly benefit from creating a strong brand. Not familiar with what branding is? The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” In a nutshell, you will want to brand your small business website so that customers think of you and your goods/services when they need something.Piece of cake, right? Branding a small business website isn’t necessarily that simple, but there are steps you can follow to get you on the road to creating a successful branding campaign. Naming you small business website. http://www.webs.com/blog/2012/04/16/authentically-branding-small-business-websites/

Tips for Authentically Branding Small Business Websites

Small Business Branding 101

http://smallbusiness.foxbusiness.com/marketing-sales/2011/02/10/small-business-branding/ In the world of small business marketing, certain terms are thrown around quite a bit – so much so that they become cliché rather than tenants of a solid strategy. You’ve heard them before, terms such as “think outside the box,” “something catchy” and maybe the phase “branding”. Despite its overuse at Monday morning meetings, it’s worth reexamining what branding is really about.
the name of your business

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