Branding has become such an important marketing imperative that the number of failures has been staggering. No, branding is not for everyone. If you produce mediocrity in any form, the chances for successful branding are relatively slim. If you are in a competitive environment with iconic brands and do not have a special feature or message that makes you better or different, forget it. If you don’t produce perfection consistently, branding is not for you. If you do have what it takes to brand your product or service, make sure you have a strategic plan, a GPS to where you want to reach. Oh, I mean branding where people spend bundles of money to get people to remember the brand and guess what, they remember it for the wrong reasons. I strongly believe in branding but like everything else in life, it’s not for everyone.