One of the most important things to understand about a brand (and I think most difficult when you’re new to the idea) is the magic stuff that makes a brand a brand.I believe that the stuff that makes a brand a brand, starts with you:

human + business = brand

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What is a Brand?

A brand is a business infused with the best bits of humanity.

If it’s a personal brand, or a brand built by one or more entrepreneurs, then that humanity comes from the people who craft it. It’s THEIR unique flavor, their beliefs, their weird, their cool, that give the brand it’s magic.

Businesses that aren’t brands, lack humanity.

They are robotic. They lack the magic fairy dust, the x-factor that gives brands such an incredible advantage in the marketplace. This is why I advocate that we build brands instead of just businesses.

Now, before we go any further, it’s important to point out, that a brand can afford to embark on adventures, and take more risks, because:

Building a brand is a LONG TERM strategy.

From a business point of view, all about creating a ‘Sustainable Competitive Advantage’, a business that is more popular, profitable and influential for a longer period of time. From a human point of view, building a brand means creating something you’re actually proud of and something that matters to the world...

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