‘Your brand is what other people say about you when you’re not in the room’
(Jeff Bezos, Founder and CEO of Amazon)

Your brand can be defined as what your customer expects to experience when purchasing your product or service. It is the fundamental reason that people will buy from you, rather than your competitors. Many factors work together to form your brand promise – the quality of your product, the behaviour of your staff, and your pricing, are just a few examples. It’s crucial that you fully understand this complexity and how they interact if you are to successfully and consistently communicate your offer to your customers. Think hard about how you want to make your customers feel. Every part of your marketing should be laser-focused on achieving that feeling.

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