What do you want to be known for? If you could pick a word or short phrase you wanted to be known for, what would it be? Perhaps it’s your customer service. If you’re in the medical profession, you might want to be known for compassion. One of my favorite stores, Ace Hardware, is known for being helpful. Your word is your brand.
Be it a personal or corporate brand, the concept behind your word or phrase describes how you want your customers to think of you. You want to be the “go to” person or company for that concept. Keep in mind that you can’t really create your brand. Your customers determine what your brand is. Their perception is your reality.