Everything your business does affects people’s perception of it – either negatively or positively. The average perception held by your total audience (customers, employees, competitors and suppliers etc.) equals your brand.
A brand is not a logo, it’s what people believe about your business. This belief or perception is formed by every interaction with your business or by hearing about it from others.
You may run a business but not have given much thought to building a brand in too much depth. This is quite normal:) But, even so, people have a perception of your business. Is it what you want them to think and experience, or do you aspire to go beyond ‘business as usual’?
Everything you do as a business, more importantly as the leader of a business, builds a brand. If your brand was a house, how well-built would it be? There might be a lot of ignorantly misplaced bricks, or incorrect materials used.
Be intentional. First, define the brand you want to build. Then strategically build a brand that brings value to customers and purpose to your team. It’s never too late, an established business that hones in on its brand positioning discovers new possibilities and is often able to shake off accumulated trivial clutter that detracts from the core value the business offers and makes it unique.