A brand is more than a label. It’s a promise to everyone who invests in you. This is why it’s important to be clear about what you stand for as a company, and what people get every time they deal with you.
Some people are very good at defining themselves on this core level, while others find stepping into bold claims a little more slippery. (Hint: If you’re one of these people, chances are you’re smart and using your intelligence to engage in “what if”-isms that leave you paralyzed and uncertain, while people who are less thoughtful zoom past you with confidence. It takes the time that it takes to define yourself, but don’t “what if” yourself out of your own truth.)
Building a brand requires an “I am” statement on behalf of your company. When you put your uniform on, who are you? What do you do? How can people count on you?
If you can infuse all that into a symbol people remember, then you are on your way to leaving your mark in this world.