Whether you are small business or a large multinational company, whether you sell B2B or B2C one thing is in common: every company has its own unique brand DNA. Those companies which haven’t defined their brand DNA will not survive for more than one year. It is not sufficient to define your brand experience at the top level and talk about it amongst the executives. Your brand must be communicated down the ranks so that every person aligned with your company understands it, lives it and breathes it. So much so that the courier delivery man that comes to your door to drop off a package should be able to sense it as he walks through your doors. You will quickly notice that more often than naught, your brand will keep bringing your customers back to your website because, if done properly, it will deliver the promise of a consistent and relevant experience for all involved.