A brand isn’t a one-and-done short-term gain, it’s a long-term investment.
The longer it’s around, the more people start to recognize it.
Sooner or later, it starts to mean something to someone.
And eventually, it means a lot of things to a lot of people.
The hard part isn’t sticking around long enough for that to happen.
The hard part is aligning your audience’s meaning of your brand with your business’s meaning of your brand.