Branding is perhaps the most important facet of any business–beyond product, distribution, pricing, or location. A company’s brand is its definition in the world, the name that identifies it to itself and the marketplace. A model may be beautiful, but without a name, she’s just “that girl in that picture.” Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer? A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as “The hobby shop a guy named Bob runs down the street a ways” is financial suicide. Each customer will have to describe the shop, who Bob is, and what the shop does every time someone asks about it. This makes the process of recommending a good hobby shop too much work for the average customer, and far too much work for a user looking for hobby shops on the Internet. A customer looking up Bob’s hobby shop will have an easier time of it if he or she knows to refer to it as “Bob’s House of...
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