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Building a business without focusing on building a brand identity may not be beneficial these days

One aspect on branding that can be discouraging is the fact that branding may not provide an immediate ROI,

And due to this

Most people assume branding does not provide real value

Here's a truth

A well designed brand can add value to a business by making it protectable through a visual identity that can be trademarked, licensed or sold

Are there any other myths that I missed??