Close your eyes and think of a brand you frequently patronize. It could be in any industry or vertical - sports, technology, clothing, or even fishing, if that floats your boat. Have you got one? Great!

Now, ask yourself: What exactly makes the brand attractive to you? Why do you prefer to buy from that brand as opposed to similar brands? Is it superior product features? Responsive customer support, maybe? Or is it the easy-to-use interface (if you're thinking of a software business)? Or it could be the way the product makes you feel, in general.

If you have several answers (and I bet you do), it's by design.

To build brand awareness and get customers, brands highlight the compelling features and benefits of their products in their ads and marketing materials. But beyond that, they create a statement that embodies the essence of their products (and brand, by extension) and they infuse it into everything they release - from blog posts and emails to website copy and videos.