Think about the biggest corporations you can. What do you think of? Is it their logo (the swoosh), their slogan (Just do It), a specific color scheme (black and white), or a product (a running shoe)? If you’re Nike, that’s all I have to say to connect you to the brand, but we’re not all Nike; after all, that calibre of brand equity takes DECADES and millions, no BILLIONS of dollars to establish. But just like Nike, your brand simply must be your own unique footprint (no pun intended); and it must be one that nobody can ever replicate or come close to.
Maybe it’s the feeling you associate with the end product and the outcome it delivered, or maybe it’s the branded bag you kept to re-use later.