Would anyone notice if your brand disappeared tomorrow?

Not the product. Not the service. The brand — the name, the colours, the feeling of dealing with you. If that vanished tonight and a generic replacement took its place tomorrow, would anyone actually notice, or would they just keep buying?

For a lot of businesses, the honest answer is uncomfortable. The product would be missed. The brand around it wouldn't, because it never became anything more than a label on the thing people actually wanted.

A brand people would miss has usually done one specific thing: it became part of how someone describes the experience, not just the purchase. That takes longer to build than a logo does.

It's worth asking honestly, before assuming the answer is yes.