A company’s brand is the sum total of a company’s appearance, communications, and reputation. A brand can be defined by how the company wants to be perceived, or a brand can be defined by how the public perceives it. The key, then, is for a business to determine its own brand and control its own image before it gets defined by default by the perception of others. The following article offers five important tips to creating your own business brand.

How to create a brand: Five tips
…Many people think building a brand starts with external pieces such as brochures, websites and business cards. But ground zero is inside the company, Mr. Davids says. Everyone in the business should understand what the company’s brand is and how it should manifest itself every day…