More than just marketing hype, your brand is about creating an impression of your company in the mind of your prospective customer. It is the basis on which all your other marketing should be built.
More than ten years ago, Allison Carter and I discussed how a brand position defines who you are and who you serve. It isn't marketing copy, but a clear outline of what you want customers to think about when they hear your name.
A positioning statement contains the following elements:
Description of the target customer
Benefits sought by the target customer to solve a specific problem