David Parker describes brand as an experience or perception that someone outside your company has about doing business with your company. Competency. Standards. Style (relationships inside and outside). Your brand is how a customer answers the question when a friend of his/hers is asked, “Who just said hello and what do they do?” Listen carefully.
So, what would you like your customers/clients to say about you and what do you have to do to become that kind of company and have those kinds of relationships? As you close that gap, you will unlock a great deal of business growth potential.