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The first lesson of branding: memorability. It's very difficult buying something you can't remember.
If you want to build a brand, you must focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns.
Your brand isn't what you say it is, it's what Google says it is.
As Don Draper from MAD MEN once said…
“You’re happy with 50%? You’re on top and you don’t have enough. You’re happy because you’re successful. For now. But what is happiness? It’s a moment before you need more happiness.
I won’t settle for 50% of anything.
I want 100%.”