Your brand exists whether you build it or not. Branding is deciding what that brand should become. Imagine walking into two restaurants. The first has beautiful interiors, elegant lighting, attentive staff, pleasant music, and a memorable dining experience. The second serves food of similar quality but has poor service, confusing menus, inconsistent presentation, and an unwelcoming atmosphere. A week later, which one would you recommend? Probably the first. Not because the fo