In my 30 years in the branding and design field, I’ve found that there’s an enormous difference between a brand that’s visible and a brand that connects. A visible brand is a brand that’s seen and perhaps known. A connected brand is a brand that’s part of the consumer’s identity and provokes emotion. Connected branding isn’t just a pretty logo or how cool your website looks. Connected branding is achieved through the energy it generates with your customers by making them feel good, or special, or charitable by being associated with your brand. That’s connected branding and it’s a real business differentiator.