Brands are made up of multiple components – your product or service; your logos, advertising campaigns, public relations and sponsorships; the behaviors of your employees and your customers’ interactions with them; the personalities of the top executives and/or owners, etc. As we’ve said many times before, it’s ultimately the market that truly defines your brand, and they do so by absorbing all of the elements we just mentioned into an overall image in their mind of who your company is and what it stands for. (more…)