It is just as important to define our brand’s purpose as it is to show who our brand is, that is what our community looks like. While our businesses will most likely not be violently facing off against others, if you’re looking for a bare knuckle street brawl to defend the sanctity of almond milk over whole milk… you should seek some help… professional help, sooner than later; they are standing for a belief: principles and a purpose. And as we can see from the success that re-branding an idea, not changing it, but simply showing a different face, has on its reach; we cannot neglect the power of the human element in branding.