Your "brand" is what your clients and the marketplace believe and/or understand about your products and your company. It is what they fix upon when they see or hear your name.
Your brand is not your logo, your tag line or your advertising. Rather, it is the total of all the "experiences" your customers have with your business -- the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another.
Successful branding is all about what you do, not what you say or show. It's the "end game" when delivering consistently positive experiences for your prospects and customers. It comes from keeping your promises, and earning their trust that your brand will unfailingly deliver on what they want and expect from you.
Building a brand requires time, money and intelligent, consistent marketing. We should know. We've been creating, refurbishing and shepherding brands for fifty years.