You even have opinions, perhaps even strong ones, about brands you’ve never had any experience with. We all do.

We build our understanding of brands through experience and observation, talking to friends and associates, and through media and advertising. You might believe, say, Ford, is “Built Ford Tough”, or you may think Ford stands for “Fix Or Repair Daily”. Either way, to you, it’s the truth. We don’t all own Fords, but we do all own our understanding of the brand.

So you’re not just selling what you’re selling. You’re shaping your customers’ experience of everything you do — from first awareness to the decision to buy, and from purchase through the life of the product or the term of service. Every interaction helps build your brand.