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You Don’t Operate a Business, You Manage a Brand
That’s a critical distinction, because businesses sell products and services, but people buy brands. Brands they believe in and trust. Brands that help them express who they are and who they’d like to be. Brands that open windows to a world in which they’d like to live and that allow them to place themselves into that world. Brands that bring value to their lives by helping them validate their choices.
Branding also helps you create the emotional connections necessary to facilitate strong loyalty among your employees, guests and community.