A business without a Brand is a commodity.
And commodities compete on price. You’d probably rather not live in that world.
Your Brand is not your logo, ad campaign or tag line. It's a supportable differentiation around which you deliver a unique value. And the moment you stop being just "a business in town" and start to tell the world that you're "a business that is unique for these reasons," you narrow your competitive set.
Three critical elements of success in business are Brand, reality and marketing. And they need to work together.
Reality is what you really are. Objectively.
Your marketing is how you go about telling the world what you are — the content and appearance of your messaging as well as the channels you use to reach your target.
Your Brand is what connects your reality with your marketing. Brand Development is how you identify that reality and express it as a benefit that will appeal to your target. And it should govern your strategy for delivering the message.
A Brand can keep you from competing on price. Without one, you may just be a commodity.
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