When I was in college, one of the first marketing concepts I learned was about the power of a brand. “A brand is a promise,” my professor would say. “It’s a promise to your customers to uphold certain values that represent how you want to do business and be seen by the rest of the world.”
These values can range from creating the expectation of excellent customer service to following a code of ethics with each transaction. The important thing is that those values are consistent throughout a business’ life.