Istanbul-based tailor Tacettin Seker, who dresses many of Madison Avenue’s top guns, makes this observation about the custom suits he sells: “This is my mirror, so what I sell reflects me.” We often overlook this idea – that what we sell and the way in which we sell it are the primary drivers of our brand. You can’t hold yourself out to be a high-end company and sell a mediocre product, or promote yourself as a superior service provider and provide lackluster service. In the end, what you do and how you do it says more about your brand than all the rest of your marketing combined. Seker notes, “We make life easy. We make people happy.” Now that’s a brand promise.