The statement "let the brand-building happen on its own" adopts a passive approach that overlooks the complexities and competitive nature of modern markets. In today's fast-paced business environment, leaving brand-building to chance is tantamount to neglecting the strategic planning and proactive efforts required for a brand to differentiate itself, resonate with its target audience, and ultimately succeed. Brands that do not actively shape their identity, values, and messaging risk being overshadowed by competitors who engage their audiences through consistent, targeted marketing strategies. Furthermore, without deliberate brand-building efforts, a company misses the opportunity to connect with its customers on a deeper level, build loyalty, and create a strong, recognisable presence in the market. In essence, passively allowing brand-building to occur is a myopic strategy that can lead to missed opportunities and hinder a brand's potential for growth and success.