A great brand works for you, driving interest and opening doors. If your name doesn't inspire people to ask questions, or people can't remember and spell your web address, you're working harder than you have to.
You have to be clear, concise, and compelling. If your tagline is an olive branch, then your elevator pitch is the red carpet; roll it out the right way and people will consider it a privilege to do business with you.
Your culture is the inside of your brand and a mission statement is just the beginning. Communicating your purpose, principles and promise effectively is the best way to inspire employees and customers alike.