The term “brand” has come a long way from the days when cowboys used a hot poker to mark their cattle to show ownership.  Today, the term has become one of those words that has propelled itself into the land of business jargon. 

But, before what we talk about what a brand is, let’s start with what it isn’t. 

A brand is not:

→ your logo

→ your tagline

→ your product

→ your service
 

All of these things can be expressions of your brand, but they are not your brand.
 

At Affari, we define brand as a promise of a unique, memorable experience.

 

It’s about creating an expectation and delivering it consistently every time someone encounters your brand.  It extends from the way you answer the phone, process sales orders and every other touch point with a customer. 

 

Creating a strong, authentic brand and delivering it consistently provides the foundation for a successful organization. 

 

The development of your brand remains essential in delivering the right message to the right people to create the right reaction. 

 

When a brand is used properly, it’s less about the moo and more about the moolah!

​