Why Build A Brand
A strong brand knows who it is and is able to clearly communicate what it is all about. Every interaction with that brand is communicating the same message and builds a strong identity. If the message is unclear, the brand will be of no value and in many cases will create a negative value for the organization.
When your brand has a clear identity, it creates tremendous value for the organization and great expectation for all who encounter it. Imagine expecting to enter a coffee house only to find out it you walked into the front line of a factory. You would probably turn right around and leave. Now imagine standing in line at Disney expecting to pay $100 for a ticket, but instead they say go on in for free. You got to go to Disney and they exceeded your expectations by letting you go free. You will tell everyone about this amazing moment. Expectations that are met or exceeded create immeasurable value. On the other hand expectations that are not met are unfortunately damaging.
A strong brand is not only attractive, but it also attracts the right people. Once people understand the message and purpose behind your brand and their experiences line up with that message, the results are explosive. The right people, having the right expectations, that turn into amazing experiences, creates a multiplying factor as they begin to tell others about their personal experiences.