They will tell you whether the product is male or female, young or old, working class or elite, trendy or stodgy. They can tell you what car the brand drives, in what neighborhood they reside, and what aspirations they hold. In many cases, they can create entire casts of characters within a category, explaining the roles each of the major brands play as though they were in a soap opera. They can do it because they can identify with the brand. This is the power effective branding gives to a product or service, and its impact can't be emphasized enough.
Most people have a lifetime to develop their personality and character.
Unfortunately, few products or services are provided that luxury. But it's not impossible. New brands can succeed and can enjoy a long and profitable stay. With these learnings and a solid partnership with a talented identity design team, a new brand can stand out in a crowded field. It can capture the eye of the consumer and make an impact they don't forget.