A brand is not a color. Nor a design. It’s not what you want people to believe about you, but rather what they already think about you in their minds. If it even gets that far. When done right, a brand is an ultimate relationship builder, a promise to deliver on your promises. Consistently. It builds trust. It cements expectations. It’s what makes customers want you. And not your competition. I start by listening and doing the research to discover unmet needs and niches. Things you could easily stand for, because they reflect who you truly are. Unique. As unique as your business or service. In almost every case, a tag line, or branding slogan is created to strengthen or reinforce a complex emotional concept into a creative and memorable value proposition. A mini-mission statement. When it comes to all this, I don’t “Just Do It”, I’ve done it for clients of every type and size.