People get confused about what their brand really is. A lot of times they think their brand is what their logo looks like or what their colors are. This isn’t your brand. Your brand is the total sum of all experiences that someone has when they work with you, engage with you, or encounter you.

Your brand is everything you do and everyone who does it.

You’re either intentionally adding value and building your brand in all you do, every day, with everyone operating at a high level of intentionality and fully aligned.

Or you’re degrading and undermining your brand by detracting value and allowing your people to work without focus or direction. For somebody to say they’re great and they’re not intentionally focused on greatness, you cannot make that promise, and the result of that will be a broken business.

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