Business branding has to have story. It is build over time with profit. As brighter story as bigger profit. A lot of businesses today adopt marketing strategies instead sales strategies. That way you build your name and adding value to your business product. Branding story has to be adoptive to the multi culture. Business should be ready to be seen from every part of the country, because you do not know who is your next customer. Branding story usually part of the general business itself, so it has to have personality. Personality it is image what left in each of the human who had interaction with your business. It is important to keep brand story over the long period, because if you change the story automatically its change non-verbal promise to the customers and people who know your business. It will affect your trade, so keep the core story of your business.