A brand makes it easier for people to buy things. People like brands because they make lifer easier. A brand is how a business tells potential specifiers what to expect. Brands help specifiers by reducing thinking time, cutting through explanations and providing reassurance.In construction, as in many industries, all that separates some products is the brand. Research has shown that people are willing to pay 10% extra for a brand they know and trust compared to brands with which they are not as familiar. Highwire creates effective, profit-making brands.