Isn’t a brand simply a story that I make up to entice customers to buy?

“Brand is not what you say it is, it’s what they say it is.”1

Your brand is every real or imagined trait, nuance, story, impression, quirk, process, delay, sound, sneeze, perspective, dimension, sell tactic, experience, perk, odor, texture, feeling, and connection that makes the radar of your customer.

The amalgamation of those experiences either add significance, authenticity, style, and perceived value to what you have to offer…making your brand more valuable than the version that everyone else is offering…  Or not.

Your customer decides what is relevant…  Or isn’t.

(1) Marty Neumeier, The Brand Gap (2003)