The importance of being a well-articulated brand has long been taught in business schools and marketing textbooks. The fundamental importance has less to do with eloquence or vibrancy of voice, though these are brand-building tools, as well. The real importance has more to do with ensuring the company is carving out a distinct identity in the marketplace. Knowing who the business is for, what it is and what it is not put a finer point on company marketing and business development activities. When something is articulated, it has defined connecting points. When these connecting points are precise and aligned with the opportunity, the brand can operate and express itself with greater clarity and focus.