In determining the purpose of your brand you first must understand what a brand is...
What is a brand?
Simply put, your brand is defined by a customer’s overall perception of your business. A successful brand has to be consistent in communication and experience, across many applications:
The founder of Amazon, Jeff Bezos, says it even better:
“Your brand is what other people say about you when you’re not in the room.”
Your brand is your reputation!
The truth is: branding doesn’t happen overnight…or even in a few months. Building a brand is definitely a process. However, the ongoing effort will result in establishing long-term relationships with your customers.