The Brand Consonance Ideology explains the relationship between the internal factors of a brand and how it affects the outward performance. Small businesses and startups can leverage on this knowledge to shape their brand perceptions.
Your marketing may attract so many customers at a time, but your brand is what determines if they will come back again. Marketing can push your revenue up, but only your brand determines how profitable you can be. Marketing can open wide your front door, but only your brand determines whether your back door is open or closed.