Ask the owner of any successful business what their most valuable asset is and the smartest among them will give you a one-word answer: brand.
Brand is not a one single thing; it’s a collection of attributes – some physical, some material, some emotional – that together create the relationship that exists between a business and its customers and clients.
Any business that understands its market will invest in developing and defining its brand – and it will (or should) go to extraordinary lengths to protect it.
The reason is quite simple: a business’s brand represents the personality of that business, and personality is about values, ethos, ambition and loyalty.
If I asked you what brands you admire, there’s a good chance some familiar names would make the list.Continue reading…