Increasingly, the brand is becoming the key source of differentiation that guides customer purchase choice. The brand is also the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The brand embodies the "heart and soul" of an organization. Its promise is delivered through its products, services and consumer communication – the total customer relationship and experience. If the brand is well conceived and consistently delivered through all business processes and customer contacts, the organization will grow and prosper.