A brand is the perception of your business your customers hold in their mind. You should think of advertising, marketing and public relations as ways to establish that perception in a favorable way. Those vehicles merely uncover the brand that already exists.
J D Moore at Marketing Comet reminds us of Frank Perdue (the chicken guy) and Dave Thomas (Wendy’s). They were both actively involved in the marketing of their respective products because their businesses were built around their reputations right from the start. When they were small businesses their reputation was their competitive advantage.
A brand is a trust. The minute you fail to deliver what you promised to deliver to your customers, you have violated that trust. You personal involvement helps provide customers with the confidence that there is a person behind the business. Even better – it provides your customers with the feeling that you care.
From SoHo Savvy