So how can you influence the brand image that resides in your customers and potential customers minds. There are a number of different ways; that's actually what marketing is all about! It's providing them with a set of images or a set of information that will help influence that. But it's not really about what you say, it's about what you do. For instance in their first interaction with you, how do you make them feel? Are you happy to see them? Are you annoyed that they're interrupting your day? Do you have the kinds of things that they want and that they're they're happy to get, or do they have to settle for something that isn't quite right? Those types of things influence how they feel about you and your business. That brand: that feeling is the brand that they carry around with them. And that brand is what they take out and share with other people. This is a terrible place to do business. Don't go there. Well it was all right, but there was a funky odor in the in the store. You know the guy showed up in a shabby van, but man he treated me like I was the king of the world. Whatever it is that you do is what influences the brand the most. Not necessarily what you say: "coming to our place is you know is a great place to business". That's not going to do very much. It's when people actually show up that you provide them with outstanding experience; when you go above and beyond what you've promised them then your influencing your brand.