It's a new brand world. Everything has a label; we go around in someone else’s identity. That Gucci belt you're wearing, or the LV, LV, LV signpost you carry about on virtually everything possible. Ah, how stuck we are in the world of brands. Woman! You're branded, so branded, but it’s none of yours. It's time for your own brand. Let’s learn from the big brands, a lesson on standing out and prospering in the new world. We all need to understand the importance of branding, as it has been mentioned in earlier editions of Brand Currency. As entrepreneurs, the most important job is to be head marketer for the brand called 'You'. Today brands are everything, and all kinds of products and services from accounting firms to sneaker makers to food outlets are coming up with ways to rise beyond the boundaries.

The strongest brands strive to understand cultural context, underlying values, hopes, anxieties, fears and other motivations. They also strive to understand self image, icons that evoke strong memories and feelings and other emotional stimuli. The most progressive organizations find ways to experience relevant contexts and situations with their customers.

The strongest brands are authentic and stand for something. They possess integrity. That is, they are internally and externally consistent; they are who they say they are.

The strongest brands have a distinctive and consistent ‘voice’ and visual style. They weave compelling stories. And they strive to develop emotional connections to their intended customers.