Your brand is a way for customers to identify your business. It is how they recognize and differentiate you from the competition. But, just as a sports team is more than the uniform they wear, a strong brand is more than a logo or tagline. To its most loyal fans, it’s a community. It’s an emotional connection, a badge of honor, and a driving force in why people buy what they buy. According to a recent Nielsen survey, nearly 60 percent of global respondents prefer to buy new products from brands familiar to them, and 21 percent say they purchased a new product because it was from a brand they like.