your brand is your product
Elsewhere, we describe the view that your product is your brand. Well the reverse is also true. Product and brand are totally interlinked, the touchpoint of the brand is the product, it is the physical connection between the brand and the consumer. Whether our expectations are met, will leave us feeling rewarded or cheated. This will determine our loyalty (to buy again) or our feeling of ownership (to recommend to others).
Until recently, brands have been driven by advertising and graphics. Today, even businesses with no physical product ask us to create a 3D identity to differentiate them in the market.