What Is a Brand?

First, a brand is image or a perception. For the most part, it’s not about just reality, but it’s about what has happened in the marketplace and what has happened in the environment that changes your perception or your image of a particular brand. Think about some of your favorite brands. As you think through those brands, certain things flash before your eyes. In some cases, they are reality, but these images are also a perception or a history that has been built up over time. The same is true of personal brands. Your image—other’s perception of you—is created over time. That’s why every interaction that someone has with you should reflect your brand.

Second, a brand is about experience. Experience is not just about ...

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