You can’t be “it” for everyone. In fact, if you try to please everyone, you will please no one, especially yourself.

If your culture is how you do business internally, your brand is what people believe about you externally.

When you have a strong company culture it will shine through your brand and you can authentically say, “This is what our brand is about.

Your brand is what your customers and
potential customers think about you; your culture is who you say you are and how you do business.

Understanding who isn’t your ideal customer sometimes helps you better clarify who is.

Before you can decide on your brand fonts, colors or imagery, let alone your messaging, you need to know who you're trying to attract first.