Your brand is not your product, your logo, your website, or your name. In fact, your brand is much more than that -- it's the stuff that feels intangible. But it's that hard-to-pin-down feeling that separates powerhouses and mediocre brands from each other. While making money is important to every business, we like to create brands that emphasize their willingness to achieve more than just profitability. While making money is a priority, operating under that notion alone does little to set your brand apart from others in your industry. How else do you explain the person who paid thousands of dollars more for a Harley rather than buying another cheaper, equally well-made bike? There was an emotional voice in there somewhere, whispering: “Buy a Harley.” We like to find a way to connect to your customers on a deeper, more emotional level.