To begin with, I want to clarify the distinction when I say a ‘brand’ versus a business in this article. A brand although may be closely related to the overall business and in some instances the brand is the business, but not always one in the same. A brand needs to be created and built such as the operational aspect of any business. The brand and the business start on parallel paths and eventually if you succeed they merge into one, it creates a synergy. So why do most brands fail? They fail to merge. Building a brand that resonates and merges with the overall business isn’t a simple task.…