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Your brand's value is based on more than just an eye-catching logo and whether your product beats the competition's product. Today, a brand's value is often defined by its self-awareness, true authenticity, and relevancy. If a brand isn't in complete synergy with the consumers' tastes, sensibilities, and desires, there is more to worry about than a logo. Consumers are looking for brands that will impact their lives in tangible, positive, and lasting ways.