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1. Your company’s brand is the part of what you do that nobody talks about because it is so obvious.

2. Your brand is not what you say that it is, it is the experience the customer has when they interact with your company.

3. The success of a brand can be measured by the difference in the customer’s expectations and their experience in interacting with your company.

4. Your brand is not a product, packaging or design; it is the personality with which those things are delivered.

5. Your brand is not a song, the singer, or the voice that sings it; it is the way the song is performed.

6. A successful brand is effortless and invisible since it is the source of everything you do.

7. Your brand exists whether or not you have any idea what it is.

8. A brand is not designed or created; it is discovered.

9. The strongest brands are so simple that they can be expressed as a single thought.

10. A good brand provides a seamless interaction with the customer through all of the ways they interact with your company.