The elements of a great brand are often referred to as an organization’s “intangible assets”. While the short-term goal of marketing is to win leads and convert them into paying customers, a long-term goal of marketing is to build brand-recognition among prospects and establish your company as a respected and trustworthy authority. Ideally, potential customers will automatically associate your brand with the products and services you provide whenever they are needed, leading to increased trust and better ROI on advertising. And when it comes to building brand recognition and authority, there are few things as effective as a consistent brand identity.