The Washington Post:

Your brand isn’t just a logo and a name; it’s part of your business plan. It’s the promise you make to customers about what they can expect in all interactions with your people, products, services and company, shaping sales, employee adoption, decision-making and more. And while there’s no cookie-cutter model for building a brand, there are a few cardinal mistakes that every start-up should avoid. Never…

Mimic the success of others.

View your brand narrowly.

Neglect to engage your customers.

Lose sight of your aspirations.

Break your promises.

Photo by Nicolas Nova