The creation of a brand for your product or service can dramatically increase your market share over your competition, increase your revenue stream, and add a high degree of value to your bottom line. Brands are often built with publicity and maintained with advertising. Publicity creates awareness and advertising keeps it in front of the consumer on a regular basis. A branding program should be designed to differentiate your products from all other products. A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no other product on the market quite like your product. Differentiation, however, does not need to be product related. A company that supports worthy causes can hold a significant place in the minds of the consumers.