In order to have a successful brand, the key is to understand exactly who you are as a company, why you do/provide the service or product and what makes you different from the rest? Understanding the core of your company will help you to lay the foundations of your brand and put you into a position where you can help your customers to have those positive emotional reactions and fundamentally connect to your brand. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. A great summary of ‘ brand’ is by New York Times Bestseller Seth Godin: A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
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