No matter how small or new or niche your business is, it has a brand. A brand is what people think or feel about your business. It’s what they say when someone asks, “Have you heard about that place?” It’s what keeps people coming back or what makes them walk away.

Think about where your brand is today. Packaging, advertisements, customer service, how your product or service works, what other people are saying online or in community — the whole experience. Is your brand working for you? What are you known for? What do you do better, or differently, than your competitors? What can you do to change perceptions or create a better experience?

Digital marketing can help you build your brand, but offline experiences are just as important. In fact, your digital marketing depends on your business already having a brand foundation to build on. When an email or ad reaches a customer, they’re not only considering what you’ve offered but also checking it against what they believe about your business.

What do you want people to believe about your brand?

Every brand is a story. The strongest brands tell a story that resonates with the values and hopes of their customers.

Think about the stories you love. A character wants something or sees a wrong that needs to be put right. They go on a journey. They face obstacles. They make progress and eventually triumph. And because you’ve been by their side every step of the way, you triumph.

What journey are you and your business on? What problem did your business set out to solve? How did you get to this point, and where will you go next? The story of how you are building your business can communicate so much about what your business means to you and your employees, your customers and your community.