A brand is not what you say it is; it’s what others believe it is. It’s your company’s reputation—the expectation that resides in the mind of your customer. It’s a set of intangible assets—an emotional relationship that allows your business to connect with your customers, clients and prospects.

A brand represents clarity, reassurance, consistency, status and everything that enables a business to help define it. People trust brands, develop strong loyalties to them, buy them and believe in their superiority.

As products and services become indistinguishable, as competition creates infinite choices, differentiation is imperative. It speaks out with one distinctive voice — on the web, in an advertisement, in conversations with salespeople, in a conference — and must project the same unified message.