Whether your company can reap the benefits of Branding has nothing to do with the type of product or service you sell.It has to do with you.
Great stories flow from universal truths that authors feel compelled to share. Branding is for those willing to let their brand stand for something other than the unique features and benefits of their products. Of course, features and benefits are important. But for a great brand, only as part of a bigger, more meaningful story.
If you’re willing to share the real heart and soul of your organization, then you can have a successful Brand, too.