Imagine you live in the Kingdom of Unforgettable Brands and the ruler of the realm just passed away. He had no heir, so every willing subject is summoned to prove he deserves to be crowned as king. However, those who fail will be executed. You decide to answer the call. Now, you have to show you are better than the rest, that you look, act and think like a king in a set of carefully-chosen challenges. Succeed and you’ll be the next ruler of the realm. Fail and you’ll sleep with the fishes.
It’s the same with brands. If your company has a carefully crafted branding strategy, if it has a strong visual identity and a well-defined communication plan, it will be more likely to succeed on the market, to stand apart from its competitors and to be perceived as a trustworthy partner.