Brand (n): A customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality. -- American Marketing Association

Your brand is a living, breathing guide to your future success.

A brand’s impact depends on the strength of the mission and value statement it represents. If you only had two minutes, could you communicate your company’s mission statement and value in a way that has your prospects saying "Hey, I like that and I want to do business with them!"

When a brand is at its best, it communicates all the great things about your company without you ever having to say a word.

Are you intentionally and purposefully using your brand to connect with your customers? Does it convey your company’s unique brilliance to your prospects? Is your brand paying you back and creating added value for your company’s growth?

How do you know?