What Is Really At the Center of a Great Brand

“A brand is a 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

When people think of creating a great brand, they so often want to start with the visual part of it – the logo, colors, and fonts they want to use.  I know when I started my business, that’s exactly what I started with as well.  Business owners want to get right into “I need to get a business card, I need to get a logo, I should go look at the psychology of colors.”

There’s so much more to it than that.