Most people think that branding is something you create overnight and the next day, everyone sees you or your business as this SHINY entity, KNOWN for what you do, ADMIRED for who you are and what you (or your company) has achieved, and CLEAR on what to expect when they consume your product or service. They know instantly that you’re the cheapest, or the most comfortable, or the fastest, or some other ‘comparative’.
And it’s true that we are compared with others in the market place: but THAT COMPLETELY MISSES THE POINT.
As Jerry Garcia, of the Grateful Dead, once said (and I paraphrase), ‘It’s no longer good enough to be the best at what you do, you have to be THE ONLY ONE who does what you do’.
But even that conceals the real truth, which is: 1) We ARE the only one who does what we do IN THE WAY WE DO IT, 2) When no one knows us and what we do, EVEN if we are brand-worthy, the brand means nothing and achieves nothing.
So a Brand without Exposure over Time (and that includes lots of consumption) will never amount to much.