If you asked 100 people on the street to complete that sentence, 98 would probably know that Coke is the “real thing.” Regardless of whether they prefer Coke over Pepsi, virtually every U.S. consumer recognizes the Coke brand.

That’s the power of a strong brand. It’s also the result of a masterful brand-building strategy by Coca-Cola.

Now, think about your customers. If you asked them to fill in the blanks in a sentence describing your company, how would they complete the sentence?

If they’re being honest, most distributors would have to admit that if they asked 50 customers, they’ve probably get 50 different answers. Distributors proudly point to the product brands they stock in their warehouses and the marketing and merchandising programs they participate in to promote those brands.

A scant few distributors make any real effort to build their own brand.

Historically, the concept of the brand has been the purview of manufacturers. Today, distributors, service providers and other value-adding organizations are attempting to apply branding principles to distinguish themselves from competitors.

Building a brand means building an idea about your company in your customers’ minds. This idea represents a relationship they have with your company, one that will determine whether or not they will buy.

“Brands are much more than simply trademarks or logos,” says Larry Light, an expert on branding and president of Arcature Inc. of Stamford, Conn. “A brand is a promise to the customer.”

The best brands transmit clear messages to customers. A viable brand promise requires three things:

1) It must be relevant to the customer.

2) It must be distinctive and specific.

3) It must be trustworthy.

What is it about your company that you want customers to remember?

It’s up to you to make sure that when your customers fill in the blanks, they say what you hope they’ll say.