YOUR BRAND IS WHAT OTHERS SAY ABOUT YOU WHEN YOU'RE NOT IN THE ROOM.
- Jeff Bezos
Perhaps the most critical component of your brand is your company vision: What is the purpose of your business – above and beyond generating profit?
One of the most difficult, yet critical, components of your brand is emotion. How both current and potential customers, or even the general public, feel about your company and your identity.
Remaining consistent is essential to build a strong brand image. Ask yourself this simple question: Is this [product/image/tweet/etc] relatable to my brand, its vision and the image we are building?
In spite of all your best efforts as a company to mold your brand identity to a particular shape, it is critical to understand that ultimately it is consumers who decide how your brand is seen.