Defined traditionally, a brand is the sum of the thoughts and feelings people have about a company, product or service. But there’s another—some say more useful—way to think about your brand: It’s the central operating principle that guides all customer-facing activities.

Viewed this way, your brand will help your company make all kinds of decisions: how to advertise, who to hire and how to train them, even the best way to answer the phone or select the décor for your offices.

When you’ve articulated a brand position that’s relevant, distinct and credible, it will shine like the North Star to steer your company through thick and thin.