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Your brand should be reinforced in every communication opportunity with your customer, from print to media to in-person contact. Your brand is the emotional context of what you have to offer and it is suggested through things such as your business name, your slogan, your tag line, your logo, your products, your packaging, your customer service ... every point of contact your business makes with the customer. This is why Disney is so precise about how their employees look and behave ... these details communicate brand. Your business may not need to communicate brand at this level, but you must not overlook the small things. Consider your options carefully and always keep in mind: "What does this say about my brand?"