Last time we looked at the definition of branding and talked about why it typically is difficult and expensive. Starting today, we'll review why it's worth it. The first reason to do branding is to consider that foundational work like branding is not an expense but more like a capital investment that is useful over 3-5 years. In this sense, you could imagine amortizing the cost over that time. When seen that way, it's very inexpensive for the usefulness of the work. A solid $25,000 branding effort, valuable over 5 years, costs just $416 per month, seen this way. $416 is nothing to pay to gain the manifold increase in effectiveness that a well-concevied brand offers. Next time, we consider how branding makes things cheaper.