Most of us think of our brand as a tool for communicating who we are and what we do. We think of logos or catchy names — totems that convey the mission or identity of our businesses.
A good brand does express identity, Cheryl Heller, the founder and CEO of Heller Communication Design said. But great branding goes one step further. You must think of your brand less as a tool for communicating identity, and more as a tool for conveying a promise