Businesses live in the minds of customers as brands. Their role is to satisfy a need - through a product or service offering which is ultimately paid for by the customer and in turn generates a profitfor the business. Far more than just a logo or identity, in the minds of your customers your brand exists as a promise, an expectation of an experience. Being successful in business depends on how enticing your brand is to your customers and whether your business can deliver it's brand promise!
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