contributor Celinne Da Costa believes that building a business is temporary.  But building a brand is the key to long-term survival and stability in a turbulent marketplace.  

Building a brand means having a long-term vision, defined values and a story that moves your audience to action. With a strong brand philosophy guiding you, opportunities are more likely to find you because you stand for something bigger than your bottom line.  But that doesn’t mean you’re off the hook for creating a product that transforms lives. 

Statistics show that consumers respond to emotional connections generated by authentic brands.  Ninety-four percent say they’d highly recommend a brand they’re emotionally engaged with.  Ninety-one percent say they are more likely to purchase from an authentic brand. For sixty-four percent, having shared values is the primary reason for their relationship with the brands to which they are loyal.