“I don’t know if she understood, dad” says my daughter. “And, why do you do that to people?” I pondered this for only a few seconds before answering and then my answer was clear…

When most people think of branding, they think of colors and logos. Branding is the core essence of your existence. It’s what your brand represents. It’s what your brand conveys. It’s the imagination your brand ignites. It’s the experience and feelings and atmosphere. It’s the floors, tables, dust, and lighting. It’s the menu & word choices, the food, the speed, and the smile that comes with it. It’s the bathrooms and the soap and the garbage and the type of toilet paper. It’s the system that works to remind you that you’re there for a reason. It’s what gets you to talk about it over and over and over.