A brand is the icing on the cake, the queen of the ball, the home run king. It is the defining hallmark of a company, the icon that presents your company on grandma’s great big silver platter. And how about that Xerox (hey, can you Xerox me a copy? Or hand me a Kleenex?) Who were those people who came up with these brilliant monikers that have become just regular, everyday language that we all know what we’re talking about when we ask for one? Were they highly paid ad people or just a one woman/one man show who hit upon them accidentally?

A brand must set you apart from your competition and offer the reasons why a customer should give their business to you. This is very different from a logo or tag line/slogan that was discussed in the previous blog. A brand has the potential to have a…