Alice

A brand is perceived in many ways by the customer, and by the company. There are many misconceptions like a brand is the logo: a name, symbol, colour, font, slogan or whatever, but it is more than that; the logo is merely the brand?s element that is immediately recognisable, and differentiates it from its competitors.

A brand is the identity of the company and it?s relationship with its customers. It is a promise as a commitment to meet the customers? expectations in delivering value and quality. It is a mark of trust that is familiar to those that do business with them, to always provide a good customer experience.

A brand has a personality, which becomes the company?s identity. It success depends on how customers view it, by what experience they have had with it, and whether they return for more. The durability of a brand will depend on the market (customers) and circumstances (trends, competitors, economy), but a good brand will continue to develop along with it?s products or services, as long as it continues to be necessary to its customers.

So think about your business brand ? how unique is it that sets it apart from your competitors? Does your reputation ensure that your brand provides the trust and value your customers expect? Their reaction to your brand exists in their minds, so you need to work to maintain that position in the business world. As long as customers continue to talk about or search for your products or services, you know your brand is working.