Biotechnology companies exist in a very competitive landscape. They compete for funding, researchers, staff, and partners. They vie for participants at events, respect from peers within academia and industry, and media buzz. Increasingly, they compete in clinical environments for the attention of physicians, patients, and clinical trial participants. And although the quality of a group’s science, innovation, and products will always be most important, how your organization’s brand is developed, communicated, and managed can make competing easier and more successful—or not.