Why brand?

"If Coca Cola’s assets were destroyed overnight, whoever owned the Coca Cola name could walk into a bank the next morning and get a loan to rebuild everything."

—Carlton Curtis, VP Corporate Communications, Coca Cola

Now that’s a powerful statement; and that’s the power of a brand. So if you’re thinking, "We’re not Coca Cola," we would say, "How do you think Coca Cola became Coca Cola?" The point is, regardless of your company’s size, brand development can make an enormous impact on your company’s value and profitability.

Here are three key reasons why you should embrace your brand holistically… 1. Distinction: A clear and defining reason for someone to do business with you. 2. Value: Brand name products are perceived as higher quality and command a 20% price premium. 3. Loyalty: If an active purchaser continues to support the same brand, that leads to brand loyalty—and brand loyalty leads to brand value.