A brand is a perception. It is as simple as that. What defines the brand is the perception customers and employees create in their minds, usually based on their experience with the brand. All too often businesses don’t spend enough quality time defining their brand at the internal levels, prior to spending thousands of dollars on marketing efforts. That marketing campaign may in fact, get someone in your door, but what will keep them coming back?? The brand will keep them if it is well-defined, trusted, consistent, and relevant.

Perception is a hard one to protect, legally, but also a hard one to copy — meaning that most businesses won’t do the due diligence necessary to be as consistent as say, Starbucks. There are many attempts at imitating them, but others have not done the work to sustain the consistency and distinctiveness in the overall experience.

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