A brand is a kind of package, a summary of the essence of an enterprise. A good brand needs both style and a clear point of view. It needs to project an attitude, a posture, towards business and life.
A good brand becomes a point of recognition that transcends its use in commerce. It is memorable, making it resonate with consumers, it has a personality, it makes things tangible, it brings value.
It should do the heavy lifting for your company, your service, your products. Correctly realized, your brand will distill and represent experiences, interactions, products and services in compelling and memorable ways. Applied with force and vitality, a great brand will become a major asset. A fact that will be especially tangible when the brand is sold.
With effective branding, commodities like coffee and water have been turned into world beating categories. Banking, legal services, hamburgers, gasoline, perfume, potting soil, intimate apparel, denim and tee shirts have all become more “necessary” with branding. Your service and products will sell the most when defined by clear, recognized brands. In short, Brand = Money.