The difference between business owners and brand owners is that brand owners get that their business is more than just the sum of their functional parts.
The way to build a brand and the reason brands exist is that they speak to the humane, and intuitive side of our being. They are expressed through ideas, they are a little irrational and compelling, and promise things that are almost impossible to justify.
If your business has no emotional reason for a consumer to choose it, then you can never become a brand, and in turn, you can never get the benefits that being a brand bestows, like charging higher prices than competitors, being seen as different, creating protection for your business, and being preferred in the minds of consumers.
