What do people hear about you? 
To what extent does it strengthen or weaken your reputation?
What do people think when they see you?
How well do they understand what you are promising?
What do people feel about you? 
Warm attraction or tepid indifference?
What do people sense when they experience what you offer?
How well does your brand live up to its promises?
A brand lives in the minds of your audiences. It is built on their perceptions of the promises they have heard, seen, felt and experienced. What are your brand promises? Are you keeping them?