There is a direct connection between what your customers believe about you and how much money you make.
What your customers believe about you – consciously or sub-consciously – influences your customers’ actions. If customers’ beliefs about you are clear, compelling, powerful, motivating and differentiating, they will act in ways that improve your business results. If, on the other hand, their beliefs about you are not clear, compelling, powerful, motivating and differentiating, their actions will not improve your business results as much as is possible.
Advertising, PR, customer service, product development … everything you do … is secondary. What you do only matters if it helps customers do things. And what influences customers to do things? What they believe.