“Brand” has become such an overused word in the business vocabulary that I feel we often don’t even understand any more what it really means. 😯Or perhaps we attribute very different meanings to “brand”. Because I do a lot of my branding work based on my knowledge and passion for metaphors and symbols, I am going to suggest a metaphor that expresses the essence of what “brand” is. I would suggest to think of a “brand” as a “magnet”. A magnet that can attract absolutely everybody who is meant to work with you and benefit from your talents and know-how. Your brand is a clear message about who you are, or what your product is. In fact it’s so clear that all your communications and marketing efforts, based on your brand, will go ahead very naturally, without too much effort. Once you know your brand, you become a magnet and attract exactly those customers who are a perfect fit for you. So, it's really worthwhile investing into that initial stage, to dig really deep and uncover your essence. 
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