One of the most fun things to do as an entrepreneur or a small business owner is to see your brand or your logo or your artwork come to life in a physical, tangible objects, whether it's a mug or a tee shirt, or a big banner, the tanking up over your storefront. 

Being able to see your business and brand in a physical way for all the world to see and enjoy is really, really thrilling. This is a really fun, ego-driven part of being a small business is to make stuff. And it is also a really important part of what makes brands special. 

In particular brands versus businesses. Brands are often more concerned with the swag than a typical business. Why? Because they take time and money to create. And really it's just about feelgood factor rather than some necessarily return on investment. 

So today as we've been exploring brand cool, I want to take you through what I call artefacts, which are the tangible or sort of swag or physical objects that are a part of what make brand special and a part of what helps people have a more deep and fun connection with them based on this stuff.

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