What is branding in the context of your Course Project? How do your branding efforts thus far compare to your primary and secondary competitors?

Consider your Course Project.
What is branding in the context of your Course Project?
How do your branding efforts thus far compare to your primary and secondary competitors?
Why is it important to consider and discuss branding?
What seems to be missing from your proposed branding efforts?
What should you and your team include? Why?
What should you and your team exclude? Why?