Everyone seeks happiness.
Everyone finds happiness in different ways.
Everyone has limited resources and trades those resources based on what they find valuable in order to seek happiness.
Some people value money, others value friends, and some value love. The list goes on.
In order to increase the amount of happiness in your life, you have to understand what makes you happy, why it makes you happy, and how to get more of it.
The same principles can be applied to ones business and brand.
To create a brand people value, you need to understand what they value—what makes them happy, why it makes them happy, and how you can give them more of it.
When you understand that, you understand your customer. And when you understand your customer, it's infinitely easier to give them something that they find value in!