A business starts with a mission and values that help guide the company in how they 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
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 companies 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.