Brands Are People Too
A brand is not a veneer you apply to make a business (or product or service or idea) appealing to its intended audience. Instead, a brand begins to exist when a business has something to offer to the world—values, services, or products. From there, the brand’s work is to articulate those unique attributes and strive to communicate them the right way, and to the right people. You are talking about work done by people so that a brand can connect in various ways with people. For more, read the ChangeThis manifesto.