BRAND: The Battle for Your Customers Mind
You have a BRAND whether you leverage it or not. Your brand is how your customers (and non-customers) think of you; it's a mirror-reflection of your culture at every touch point with your customer.
When you think of strong brands, what do you think of? Starbucks, Coke, Walt Disney, to name a few. These companies have a culture that resonates with consumers. They leverage this culture by insuring that the experience they are promising the consumer is experienced at every touch point you have with them – both direct and indirect.
Strong brands allow companies to do many things that companies with weaker brands can not. A strong brand can demand a premium price for a commodity product. A strong brand can open doors for "Line Extensions" (i.e. Coke to Cherry Coke) or "Brand Extensions" (i.e. Eddie Bauer clothing to Eddie Bauer vehicles).
Your Business Brand
Defining Your Brand
Things To Consider