The simplicity of a brand can be misleading. A company may believe all it has to do is simply create, shape, and control their brand, and good things will happen. But in point of fact, a brand exists entirely within the minds of consumers. A business sends out branding messages. Sometimes the truth hurts.
Brands exist because of the way people make decisions.
When faced with choices, humans want to understand, organize, classify, simplify and evaluate their options. As individuals, each of us may fancy ourselves as a unique blend of wants, needs, thoughts, feelings, and perceptions. We want some easy way to tell the difference between good and bad, better and best, or appropriate and inappropriate. A brand is a big help. It enables people to make decisions more quickly and efficiently by defining the product, emphasizing differences, organizing attributes, and simplifying choices.