Imagine your brand as a plant in your garden of business. Branding then is the process of nurturing that plant to grow. What you spend time on grows.
If you threw a seed into the garden and expect it to grow, your results may be dismal. But if you spent time understanding the seed, the plant it can grow into and planned well for that growth, perhaps its fruits may turn out to be what you expect.
Is your garden full of weeds?