The service sector is the key element of the modern economy, however, when it comes to marketing and branding it is still insufficiently explored. The main aim of this paper is not only to define the specifics of branding services given the specific nature of the services, but also to consider the importance of “the dream society“ for branding services. There are some specific characteristics of services which distinguish them from material goods resulting in the challenges of service companies especially when it comes to managing the marketing of services, as well as branding and brand management services. The concept of a 3P marketing mix of services is the foundation of service company differentiation. The brand is extremely important for service companies because it is the foundation of service differentiation and diversification, a source of competitive advantages and company profits. The main feature of the service quality is its subjectivity which makes it difficult to measure and manage it. In the modern “dream society”, a brand is a way of selling a fulfillment of dreams through emotional stories that affect individual’s feelings and mind. The elements of brand identity ensure the service tangibility. Also, they influence consumer’s awareness through the creation of unique and strong associations and feelings towards the service brand. The brand is often associated with the quality, it represents the additional value of the service and reduces the risk in evaluating the service. The brand represents a certain guarantee of the service provider that it will keep the promise, and in that way the expectations of the client would be fulfilled. The strength and value of a brand come from its rootedness in the minds of consumers.