by William Arruda, Personal Branding Pioneer and Motivational Speaker

Every well-managed company strives to have a strong brand. The main motivator? Sales volume, often paired with premium pricing. For most companies, the stronger the brand, the higher the premium they can charge for their products and services. Think about why so many people pay $4 for a Starbucks SBUX +0.64% coffee when the coffee from the cafe down the street only costs $1.50. With a strong brand, a company can also increase its product lines with ease, thrive during economic downturns, gain leverage in partnerships, and attract the best talent. The benefits of a strong brand are tremendous. The best leaders realize that, despite conventional wisdom, strong brands aren’t built by the marketing department alone; every employee in every department has a role to play.

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