It was not so long ago that the concept of branding referred to using a hot iron to make your cattle look different from all other cattle on the range so that you could distinguish your cattle from others. Today, in the business world, and especially in healthcare, branding is used to create the perception that a product or service is superior to those of the other practices in the community, region, and even the nation. A medical practice is a business, and to thrive, a practice needs brand recognition. If a practice doesn’t take the time to build a unique brand, patients will seek care elsewhere. They may form opinions about the doctors and the practice that may not align with what the doctors or the practice intended. Perhaps the practice has faced an unfortunate situation of receiving just one “negative online review,” resulting in a one-star rating, or it may have a label that can’t be erased or prevented. “Long wait times, unfriendly front desk, and can’t get through by phone” are some examples. As in other businesses, the most successful hospitals and practices usually have a strong brand that differentiates them from other similar services. This chapter defines branding and shows how any practice, regardless of size or budget, can build a brand.