Loved this recent post by Seth Godin about why ideas spread. This directly relates to benefits and why people should talk about your company, your cause or your brand. What is in it for them? Do you know why they should care/recommend/buy? And if you do, is your brand set up to address it so they know?
It’s one thing to know in your own mind why your business is so fabulous, your services so irresistible, your value so awesome. It’s another to connect the dots for your audience through your tone, words, visuals, elevator pitch and customer experience so that they will also know and understand. That, ladies and gents, is good branding.