In my last article, It’s Time for a Paradigm Shift in How You Market Your Spa, I broke down Michael Stelzner’s thought-leading educational session at ISPA. He is a social media expert and CEO/Founder of the Social Media Examiner, the leading online magazine and resource for the latest in social media.

What is a brand? In technical terms, the American Marketing Association defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers." While this is true, there is more to branding if you want to stand out from your competition and increase your profitability.

There are three main elements of a successful brand: