As a business there’s a lot you can do to create, and develop your brand, but ultimately the brand will live in the minds of your customers, as the well-known branding expert Marty Neumeier put it “It’s not what you say it is, it’s what they say it is”.
You might think that puts you in a tricky position, but there is a lot you can do to influence the perception your customers have of your brand. Your brand is your reputation, and it’s based on everything that your business does, every touch point you have with your customer, and it’s far more than just a logo.
Creating a brand that delights and improves your audience’s lives, you can build a strong and loyal customer base who will buy more, pay more, and ultimately recommend you to others because they believe in and trust your brand.
So remember, you create the customers, but the customers build the brand.