Branding is everything. We might all chant the mantra ‘it’s what’s inside that counts’, but consumer behavior shows that’s rarely the case when it comes to spending. And, if you’re a business, it’s worth spending time heeding this behavior. A strong brand evokes memories, drives customer loyalty, and allows people to build an emotional connection with your products and services. According to the The Globe and Mail, “the ways in which we build and express our personal brands are undergoing a revolution thanks to the Internet and social media.” But it’s not as easy as creating a twitter account and letting it rip. Understanding your own brand might sound like a no-brainer, but it’s shocking how often employees – or even business owners – lack clarity on the messages and motivations that underpin the ethos. In business, your brand’s ‘personality’ must be communicated in all that you do. And, in an increasingly crowded marketplace, it’s more important than ever to get creative.