Your Brand

Your brand is not a logo, a color, or even a font.
 
Your brand is how people feel about you.
 
It’s not the history, anniversary, or war stories of how you’ve struggled against all odds, fought to keep the doors open, and fended off all competitors.
 
Your brand is how people feel about you.
 
It’s not your employees, your I-hire-people-smarter-than-me boss, or the slow-hiring practices you’ve adopted so as not to be embarrassed by mis-fits.
 
Your brand is how people feel about you.
 
Your brand is not about your sacrifice, virtue, or even how desperately needed you or your product are at this critical time.
 
Your brand is how people feel about you.
 
It’s not your operational metrics, year-over-year trajectory, or how you’ve pivoted amidst COVID.
 
Your brand is how people feel about you.
 
Your brand is not about comprehensive programs, competitive advantages, or even downsizing to increase margins.
 
Your brand is how people feel about you.
 
Period.


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