As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable, and create lifelong relationships. A strong brand stands out in a densely crowded marketplace. People fall in love with brands, trust them, and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s a start-up, a non-profit, or a product.

Who are you? Who needs to know? How will they find out? Why should they care?

Below are the 3 functions of a strong brand:

1. Navigation

Brands help consumers choose from a varied array of choices

2. Reassurance

Brands communicate the intrinsic quality of the product or service and reassure customers that they have made the right choice

3. Engagement

Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand

If you’re looking to have a conversation about branding (or re-branding) your business, please reach out to me directly at

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