Every company - regardless of industry, size, product, etc. - emits hundreds, perhaps even thousands, of messages a day to its audiences. For example, think of the local grocery store where you shop. Before walking in the store, you see their sign by the road, you park your car in their lot, perhaps you pass by an employee as you pick-up a cart. During each of these encounters, you are receiving messages from that grocer; messages about their dedication to advertising, focus on cleanliness and importance of customer service. What this means, then, is that ALL messages communicated by a business are essentially BRAND messages.