Branding involves creating a name, symbol, or design that consumers can easily identify a specific company or celebrity with. Bernt Ullmann, CBA, author of The Billion Dollar Branding Blueprint: 7 Steps to Building a Brand and Accelerating Your Wealth, explains the importance of having a memorable brand because, “In order to kind of evoke an emotion, in order to get a transaction, you need to connect with the consumer.” Ullmann has based his career as a CBA, which stands for Chief Brand (or Business) Accelerator, asserting his belief in the importance of having a brand.

Ullmann says he loves to create brands because it helps create something that’s lasting. He adds, “If you don’t have a brand, if you don’t have some type of distinguishing mark – something that sets you apart from your competitors, you are left to compete with only one thing, namely price.” Today’s society is more experiential than ever before, and while people still want to spend money on certain brands, they prefer to do so on experiences.

Ullmann’s book focuses on proven techniques and practical applications that took years of experience to cultivate and then put in writing as a step-by-step process. Ullmann says if he has the ‘opportunity to help someone and make their journey better or easier, that will be my true pleasure.’
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