Your brand can be defined as what people say about you and your company when you’re not there? So, try asking yourself this question ‘what would people say about my brand?’
Unfortunately, what people want to be known for isn’t always what they actually are know for. Some companies spend thousands of pounds on re-brands, and then allow a members of staff to answer the phone in a rude or sullen manner. Thus totally ruining their brand and what they are trying to achieve.