Building a brand is about a lot more than selling carbonated beverages around the world or making your company name a household word.  It's about creating a consistent and identifiable image for your product or service.  Although most people don't equate the term 'brand identity' with the local mom-and-pop market or their neighborhood handyman, anyone who has a business or craft is well-advised to consider the benefits of branding.
Let's briefly examine the situation of artist Clay Hood.  Once...
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