In this episode my guest, Lysle Wickersham, and I dive into the pivotal role of branding in business performance. We discuss how branding, more than just a logo or slogan, is a strategic foundation that connects emotionally with audiences, significantly impacting a company's value. More value, greater options for an exit down the road.The discussion then shifts to the relationship between branding, business strategy, and market research. It underscores the necessity of aligning the business owner's vision with market expectations, and the impact of this alignment on brand perception and business outcomes. Wickersham stresses the emotional aspect of consumer behavior and the importance of expert involvement in decision-making. The episode concludes with insights from my guest, founder of Brand Think, on strategic positioning for business owners in their 40s and 50s. Wicker's expertise underscores the importance of consistency, clear positioning, and a well-defined branding strategy for long-term business success.Lysle Wickersham heads BRANDthink, a consultancy that enhances business brands for higher performance and value. With 30 years of experience in brand development, investment banking, and consulting, he has built and sold a $170M agency, worked with tech startups, and established an M&A firm. Lysle applies a unique blend of creative and analytical expertise to boost market performance and increase intangible equity value. His firm supports SMBs and investment portfolios in realizing their brand’s potential, crucial for enhancing market cap in various financial transactions.You can find Lysle here:LinkedIn: https://www.linkedin.com/in/wickersham/Website: https://brandthink.biz/To learn more, visit:www.servingstrong.comListen to more episodes on Mission Matters:www.missionmatters.com/author/scott-couchenour