This is referred to as your positioning in the hearts and minds of your existing and prospective customers. The words that people use when they think about your company, and your products and services, largely determine whether they buy or not. The choice of these words cannot be left to chance. If you are not satisfied with the current answer to this question with the words that customers are using today then ask yourself what words you would want them to use. What could you do to create this new perception?