A great brand is a wonderful thing — a representation of your products and services; the story of you and your team; a powerful beacon that attracts new business, keeps buyers from jumping ship, and earns you a prime position in the market’s mind.

After spending resources out the wazoo and earning some ever-so-distinguishing gray hair, it seems like all this branding stuff should be flying high by now. You’ve got the logo, a punchy tagline, and even a slick brand manual, so what’s up with the occasional brand breakdown?

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