1. Craft a brand image to stick out among the crowd.

Seth Godin once said, “A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

Essentially, a brand image is your identifier — how you stick in the heads of the public. It’s constructed from your business values, how you sell, and the feelings you want to evoke when customers interact with your products.

A brand identity is what your audience recognizes is unique to your business — whether it be reputation, a tagline, a logo, or a product. These factors work together to create your brand’s holistic identity.