The most important, if not essential, element of the ultimate success of a business is the development of a brand. A brand is a promise and assurance to a customer that establishes the customer’s expectation of a company’s goods and services. To truly develop a brand, a business must consistently deliver on these promises and assurances. Every business event positively or negatively affects consumers’ perception of the brand. It’s a never-ending process, a continuum. A brand should be distinctive and unique from other companies’ goods and services, as well as emblematic of a company’s self-identity, self-vision, and market perception. A… Read more