A brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company.
Your brand is a combination of your reputation, your identity, and your promise. It's what you say, what you do, and what others say about you.
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A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well.
Your brand is what people say about you when you're not in the room, and what they say is based on what you do, not what you say.
Your personal brand is what people say about you when you're not in the room. Make sure it's an accurate reflection of who you are.
Branding is not just about being seen as better than the competition. It's about being seen as the only solution to your audience's problem.
A brand is worthless if it doesn't connect with the right audiences in a relevant way.