By: Stefan Aarnio
I'm coming to realize that business is all about branding. You can have a great brand and have no business... and still win. But you cannot have a great business without a brand. Build and maintain your brand and the business will flow forever. Never violate your brand or you will be punished beyond belief. Brands speak to belief systems and create zealous followers and clients, it's an emotional connection. Business without a brand is cold, unemotional, and transactional. It's a dinosaur and will be wiped out by up and coming brands. If you aren't a brand, you're a worthless commodity on the endangered species list in your industry. Time to step up.
Photo left is Apple's brand evolution from the beginning.