Let’s be honest: there are typically two business attitudes about branding. One, those that are hyper focused on building and keeping a high quality brand, and two, those that don’t see the point of all the hype. At its essence your brand identity is what people believe about you; it embodies the core of your reputation. And yet, this can be a very different perception than what you know to be true about you and the product/service you provide. Here’s why you should care