Ruben Alvarez has become the go to expert for creating a brand.
His main message is "Sales will bring you money, but brand will bring you legacy."
When you create a brand, you give yourself freedom. You no longer need to worry about losing customers, pricing discounts and other minimal issues.
The brand is not for you. It is for your business, your customers and your employees. They need to see you win.
A well put together brand will tell your story without you ever opening your mouth to speak. Customers will repeat the story for you and explain to others who you are and what you stand for.
A business that cannot replicate the sales it did last month without sales people is doomed.
Brand is your all.