Brand is a three-legged stool: It is conveyed visually, verbally, and experientially. “Visually” is the easy part: your logo, your colors, your design, your packaging. “Verbally” is how you talk, what you say, and which messages you convey. For example, do you lead with price, or do you lead with value? Does your company speak in conservative, authoritarian tones, or are you more playful and whimsical in your copy? Ideally, your visual and verbal promises should align and lead to where the rubber hits the road: experience. In other words, once you’ve promised me, the potential customer or client, something verbally and visually, does the experience match that promise?