When you share what you believe, you bring your mission to life. You create something relateable, engaging and meaningful. When brands share what they believe, and when we believe the same thing, we feel an affinity to them that money can't buy. We feel a connection that outweighs the impact of any clever marketing campaign, because it hits our hearts rather than our heads. This feeling of emotional connection is controlled by the limbic system, the part of our brain that is responsible for controlling emotions, memories and arousal. 

"A brand is not what you want it to be, but what people know it to be. It's what people expect, experience and remember about your business"

Your customers' perception of your business is shaped by every last interaction they have with you. It's how they feel when they visit your website, the experience they have when they visit you in person and by the way you look after them along the way. 

Your brands’ power increases in direct proportion to how quickly and confidently your customer decides to buy. The more confident they are in your ability to provide what they need, the more likely they are to buy from you.