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We like to say that building a brand is like baking a cake. In order for a quality cake (brand) to be made, it requires several ingredients in the correct portions applied at the right time according to a recipe. Many business owners attempt to build their own cake (brand) without following any sort of recipe or plan. They stumble from vendor to vendor purchasing individual ingredients (i.e. logo, website, graphics, signs, print) and attempt to produce ingredients themselves. They then mix these ingredients together and find their cake (brand) does not actually appeal to consumers as planned. Next they jump into advertising with the hopes that something will stick. Chances are they will spend thousands trying to reach customers and create individuality.

Branding can be a highly confusing and very costly venture when attempted without a recipe!