More important than an image that comes to mind when one thinks of McDonalds, Nike, or Coke, is the gut feeling they get. This gut feeling is powerful because people first make decisions with there gut and then justify them their mind. When enough people come to the same gut feeling about your company, product, or service you have achieved “brand”

The same principle for large popular brands apply to small businesses — the cumulative effect of customer interactions with the company, product, or service results in brand.

These interactions are known as touch points and can include your store or place of business, company vehicles, uniforms or clothes, packaging, print materials, human interactions with customer service or salespeople, online experiences, YouTube videos, photos, reviews, word-of-mouth social discussion, advertising, and more.