A business starts with a mission and values that help guide the company in how it will interact with the business and provide a way to measure the success of a company. The design of those values and their implementation is your brand. Your brand directly affects your customers and employees.
For example, if a company says that it is a community-focused company, but doesn’t ever have images of groups of people, the audience will begin to question the company’s integrity.
Creating positive brand experiences that are reinforced with brand-focused marketing efforts gives customers a reason to do business and return again and again.