“What”s a brand? A singular idea or concept that you own inside the mind of the prospect.” – Al Ries

I was driving on the highway a few days ago when I passed by a stranded motorist. He was waiting by his car. In his left hand, he held an empty red gas container. He pointed to his car with the other hand. On his face, he gave this perfectly delivered look: a mixture of pleading and friendliness.

Even though I past him at 70 miles an hour, seeing him for mere seconds, the image stuck in my mind. I immediately recognized the situation and made a decision as to whether or not I wished to be involved.

This made me realize how effective branding can be: When you create an image people can relate to and immediately identify with, they don’t need to be convinced or persuaded about an idea, product or service. They know.