Branding is about trust in the familiar. Meeting expectations. When your customers and potential customers recognize the “face” of your brand, it must perform/act the way they expect.
If your brand promise is FAST, you better be fast, really fast.
If your brand promise is COOL, you better be cool, really cool.
If your brand promise is… you get the idea.
What’s your brand promise. Are you? Really?!
Paying off on the reputation is the first step in branding.
Flickr photo courtesy of Tracy~ by creative commons.