What makes one firm different from another, one candidate more sought after than others or one employee get the promotions and accolades? A lot of times, it comes down to branding. Branding is your reputation. It's the thoughts and words that come to mind when your name is brought up. Think of brands such as Wal-Mart, Apple, Whole Foods and Starbucks. Each name conjures up an image, a feeling or an opinion as to its value.