Consider of your brand in terms of what the client gains as it is viewed by each of his/her senses : tasting, hearing, smelling, seeing and touching. In a nutshell your brand is the solution of everything your prospects senses could pick up on about you.
It is the image you present at all times. By the company’s logo and color scheme the whole way to the manner in which your employees dress. Imagine of what your colors limn. Are they giving the message you would like to give?
It is what your prospects discover from and about you. From what they discover about you in the media to how your customer service team manages incoming complaints. Are former clients expected to speak kindly about you? Are you and your employees grateful when you speak?
It is the impression your prospect gets in completely their dealings
with you. By their satisfaction level interaction with you to the kinship building activities you follow out. Do clients and potential clients sense they can trust you? Do they feel your honesty?
It is the grateful or ungrateful scents that get associated with you covering all over from the 
scent of your product or facility, to even your employees. Do clients get a scent of cleanliness?
And finally it’s also the tastes that get associated on you. By the taste of your product (if it’s a product meant to be tasted) to the quality of coffee or tea you dish up.
Your brand encompasses everything about you. Therefore you are able to see why it is important to always put your best foot forward. Bottom line, branding is crucial to establishing your identity in the marketplace and consistency is the key to effective doing that. Take time to examine with your senses what message you’re giving your clients.