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Communication

What A Brand Is NOT

Your brand is not what you say it is. It’s what they say it is.

So what is your brand?

Years ago, a thoughtful mentor expressed it in this way: “Your brand isn’t your logo and it isn’t what you say about yourself. Your brand is your values. Your brand is how you act on those values in every situation and on every page.”

Mission statements or value statements are in the same boat.

What you “say” doesn’t really matter. It’s really all about what you do.

So if your values are only five themes on a poster or a notepad, they may never guide behavior.

If your company values are true employee beliefs, the hill they will die on…well, then you really have something special.