In the middle of his historic address to the U.S. Congress, Pope Francis said five words that get to the heart of many issues — including branding. “Don’t discard what proves troublesome,” the Pontiff advised. It’s good advice. Like Congress, your company has already solved all of the easy problems. (Okay – you’re probably doing better than Congress.) But a challenge like branding — finding your unique position in the mind of the consumer — will always be troublesome. That leads most companies to discard the task. Don’t be one of them. Yes, it’s hard…but at the end of it lies greater market share, higher customer retention and a more robust business.