Why Your Brand Matters

A brand is all about the imagination, but that doesn’t make it imaginary.

Great brands know they are more than a look and a logo. They know what a brand is — it’s a promise, it’s an asset. It’s everything that comes into your imagination when you think about that brand. Seth Godin once said if Nike were to start a hotel, you could have a reasonable imagination of what that hotel would look like. But if the Hampton Inn started a shoe company — we can’t really imagine what those sneakers would look like. That’s the power of a brand. It’s the power of being able to capture the imagination of the people who are a part of your organization and who you want to be a part of your organization. And that makes all the difference. I’d argue that if you aren’t focusing in on your brand, then you aren’t focusing in on your business.