"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.