Of course you´ve know about "brands" for years. You recognize brand names and often make purchasing
decisions based on positive or negative perceptions about quality, reliability, safety, value, or a host of other attributes. A brand is just customers´ perception about your business, products or services.
When you first launch a business, your brand is unknown. As customers and prospects gain exposure to your company, a brand begins to emerge, although at first it is very small and vague. In an emerging business, what usually forms first impressions is really you! Your brand becomes your reputation for delivering certain wanted attributes.
Perhaps you know how to fix everything about Mac computers. Or maybe your café uses real coffee mugs and busses tables. Or your pet boarding service offers pick up and delivery. These happen to be actual businesses, and each one´s "brand" is built on unfailingly matching up with their reputation.
David Lorenzo, in a blog of the same title as this one, says, "A brand is a trust. The minute you fail to deliver what you promised to deliver to your customers, you have violated that trust. You personal involvement helps provide customers with the confidence that there is a person behind the business. Even better — it provides your customers with the feeling that you care."
Think about the attributes you want customers to come to expect of your business, and then go out of your way to deliver them repeatedly and consistently.