A mythic brand, simply put, is one that has become legendary because people feel a personal connection with it. Examples of mythic brands are all around us: Apple, Harley Davidson, and BMW to name a few. People are passionate about these brands, and they don't mind letting other people know this. How often do you see an Apple decal on a car? The Harley-Davidson logo on a t-shirt? Or the BMW emblem on a keychain?

These and certain other brands have become part of our cultural lexicon. They might as well be words in the dictionary, alongside other words like freedom and courage and hope -- and that brings to mind the primary characteristic of a mythic brand: it represents something that is larger than itself, namely an ideal.

Apple represents creativity and, despite its enormous commercial success, appeals to the underdog.

Tiger Woods (yes, a person can be a brand) represents the quest for excellence -- the hero's journey, if you will.

Coca-Cola represents the good life.

Harley-Davidson represents freedom.

This isn't just a gimmick, or at least it shouldn't be. If your company fully embraces the ideals it espouses, consumers will recognize your genuineness and will reward that.

Your graphic identity, often the way consumers are first introduced to your brand, supports your company's message. Your logo should communicate your company's core values. Your print and web collateral should be consistent and informative and should reinforce your brand's message.

Selling is not just about making a buck; it's about enriching people's lives, giving them something to rally around. Do that, and you will have a team of brand evangelists who will do the selling for you ... and will be happy to do it.

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