emotion or function

Do you trade off emotion or just function?

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.