How is your company positioned in the marketplace? Do you have a good relationship with your target audience? Do you think of your services and products as an entire experience with your prospective customer? Your brand strategy defines you – your mission, your promises, the personality you wish to convey. It’s more than your name, logo, and slogan – it’s a long term plan that articulates specific goals and defines the pipeline to achieve them, and conceptualizes how results are measured and connects customers emotionally.