Every brand touchpoint adds up in the pursuit of a relationship with customers. The public owns your brand – you are merely its steward. As that steward, you want to control everything you can. Each brand facet needs to be strategically thought through, designed to communicate the essence of your brand, and evolve with the expectations of your audience. Every person. Every time. Every experience. It’s not as much about selling your product or service as it is instilling belief in you.