Business owners, marketers and designers all have theories about branding and how to make it work for you, but they could all be wrong. Gene Stark, of branding consultancy Stark Reality, says it's all about the customer and the customer experience. It goes far deeper than just how you're seen: it's how you affect all your customers' deeper sensory perceptions. There's also an internal aspect to good branding: how it influences the way your employees think about you, which extends to your culture and vision. To achieve it, you need to understand your point of difference from competitors and build uniqueness by understanding precisely what your customers want and need.
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