A solid brand is key to business success, but over the years I have seen many companies try to commit suicide by killing the brand identities they spent so many years and so much money creating. Many are now gone. Others are still around, but in a weakened position. You must give the customer a compelling, emotional reason to want to be connected to your company and to do business with you on an ongoing basis. Otherwise, they will try different competitors until they find that connection. That’s what building a brand is all about.