So what is Branding? Branding goes beyond just a logo or a graphic element when we think about a brand, it encapsulates the sum total of the entire patient / customer experience: everything from the logo, the website, the service mix use experience to the social media experiences, the way call center executive answers calls, care at hospital, the post hospitalization care and service, the word-of-mouth impressions and the way patient and their relatives experience staff of healthcare providers- all this as it exists in the mind of the customer. In-short, the brand is the way a customer perceives the healthcare business / service.