However, when we focus on the convictions of the organization or brand, we build identity-based relationships that are predicated on how we self-identify. The brand isn’t just a brand. The T-shirt isn’t just a T-shirt. The school isn’t just a school. The institution isn’t just an institution. It is an extension of who we are.

A brand is something you have an unexplained, emotional connection to. A brand gives you a sense of familiarity.