This document discusses the importance and power of strategic brand building. It defines a brand as more than just a name or logo, noting that a brand is a mixture of both tangible and intangible qualities that create relationships and establish loyalty through the promises and expectations it conveys. Strategic branding provides benefits like increased company value, competitive advantages, and stronger connections with stakeholders. The document emphasizes that brands are built through consistency across all customer touchpoints in order to develop trust and loyalty over time. It outlines Idea Foundry's brand engineering process and principles for building brands based on insights, emotion, clear strategies, simplicity, and consistency.