A brand strategy and business strategy are similar concepts. To understand each one, it’s good to think about them separately. A business without a plan is like a fine patisserie with zero recipe or technique—great in principle, yet left by chance to succeed. As for a brand without a strategy? It is like a story without a plot. Or without characters. It is simply not worth reading.

While it may not always seem like it, companies simply don’t sell products. They sell experiences and ideologies. Emotions too. The ability to influence the perception of what’s being sold in the whole purchasing journey is what makes effective branding so powerful.

Branding has always been a vital part of business—and no, we’re not talking about just “a logo.” Branding cannot be understated. It forms the bridge between a business and its customers, built on trust, loyalty and even emotional connection. Understanding and harnessing this power, is how businesses distinguish themselves in tightly competitive markets and importantly, build future-proof relationships.

It’s a crowded marketplace out there. Millions of content is being created. Millions more dollars are being spent to bring it to life. What’s all this for? Attention. Even just a second of an audience’s attention is priceless, given the bombardment of similar messages and words customers have coming at them every minute of the day.

Consumers are surrounded by new brands. Or are they new? In the age of social media, there’s a new brand (or rather, a brand new to a consumer) around every corner. Just as quickly as they crop up, they can be forgotten. Your brand identity, now more than ever, is crucial for keeping your brand relevant on the national and global stage.

Brand strategies are crucial to set you apart from your competitors, to build loyalty, and ensure your business leaves the right kind of impact. Not to mention, it helps people understand what they can expect when interacting with your brand, setting expectations with every interaction.

It’s the million-dollar-question. With the right strategy, outlook and tweaks along the way, perfectly positioning your brand to cut through the clutter is possible. If you’re feeling overwhelmed, perhaps even lost, by the sheer quantity of competition in your marketplace or if you feel like your brand has lost its shine and relevancy — you’re not alone.