Yesterday I hung some artwork. The process involved tools, a measuring device and patented “eyeball” technique to make sure the artwork was hung properly. What I realized is that even a slightly crooked or uncentered piece was acceptable if the artwork had the right frame.

Working with brands is similar to finding the perfect frame for a masterful piece of artwork. A poorly built frame can take away from even the most genius piece of work. And a great frame can enhance the qualities of even the most ordinary artwork. Many brands are working with masterpieces, built with frames that hinder their potential or don’t do them justice. Branding is about building the perfect frame for a one of a kind masterpiece.