“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is” – Scott Cook

The power of brand perception and building a company around a strong concept is one that cannot be denied. It’s not enough to just open your doors, you have to live and breathe the ideology you create. We don’t just buy products or services, we buy into the notion that a product or service will impact our lives in such a way that will create value for us.

We love to be able to associate with the brands we buy as it gives us a sense of belonging. Whether it’s a new pair of shoes, or a new car, Branding is a powerful tool that when used correctly can create immense value in growing your business and expanding your reach.

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. – Seth Godin

We buy into feelings and by incorporating an emotional aspect and taking the time to position yourself, you are effectively able to target more specific audiences, influence purchasing decisions, build stronger relationships with customers, and sell more to those who will spread the word about your business to others who are like minded. As consumers, we are becoming more informed about the brands we wish to associate with and when we offer our customers more than just a logo, we give them something to talk about.