Join your Hosts, Richard Merrill and Leigh Wick, to discuss the fundamental aspects of developing a unique spa brand identity to generate revenue and long-term wealth. The most valuable part of building a brand is that it generates value, builds community, and defines the company's messaging for increased impact. This value will fund your growth, allow you to sell your business profitably, and allow access to capital when you need it most. Conversely, if your brand is not authentically yours, this can dramatically lower your business's valuation and potentially create a negative liability.