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Relationships are often created with the brand rather than with an individual. Did you every hear anyone boast about their relationship with a branded company? It is usually in the form of brand loyalty. Brands that appeal usually have at least five distinct functions.

• Company identification (or product or service)
  
• Description on the emotional level of the product or service
  
• Legally protected to prevent others from using it
  
• Easy to say and spell
  
• Globally appealing (does not offend anyone in another country)
  

If you can master all of these, then creating the brand will be a lot smoother. The brand will help you to create relationships with other businesses as well. If your company were approached by a big name consulting firm with the goal of forming an alliance. You would likely be pleased and make that relationship work. If it were another small one person firm, you might decide to wait until something better came along.

You can leverage the brand name to form business relationships just by being a part of the brand itself. Relationships are formed on two tiers, one with the brand and the other with you. The brand always comes first because when you leave the firm, the client still wants to have that relationship with the brand.

Brands seem to have a life of their own and people tend to trust brands rather than something generic or something they have never heard of. People bond with brands and will often go out of their way to purchase a brand name - look at Gucci and Armani.