A good brand and awareness of that brand is one sure way to be successful at selling anything. But what is a brand? While many people might believe that a brand is some statement like “I’m Lovin’ It” (MacDonalds) they would be wrong - that is a tag line that hopefully supports the brand. No, a brand can be likened to a person’s personality. A company will develop its brand essence - essentially a carefully composed and considered annunciation of its personality and value – and then use various means to communicate that to the market. Like a personality, getting that brand to ‘stick’ isn’t just about communicating it, it is about living it. It is about how customers, employees and other interested parties perceive and respond to the brand. In reality, the brand is what the market perceives in its interactions with the company.