“Brands, remember, are about meanings. Every brand means something, and nobody can ever really control all the meanings a brand acquires. Brands are ideas. They are a tangle of associations. They are dreams. In the brand-rich environment in which we live, we take their power for granted,” Richard Branson posits in his book, “Business Stripped Bare.”
Everyone, every company has a brand or a reputation. Whether you like or live your brand is one thing. Whether your customer relates and believes in your band is usually a totally different thing. And beware – if you don’t define what your brand means, someone else will — most likely your competitors.
Whatever your brand stands for, you have to deliver on that promise. Don’t promise what you can’t deliver, and deliver everything you promise.