eople get confused about what their brand is. And a lot of times they think their brand is what their logo looks like or what their colors are. What your brand really is, is the total sum of all experiences that somebody gets when they work with you or they engage you or they encounter you. 

Your brand is everything you do and everyone doing it, and you’re either every day intentionally adding value and building your brand in all you do, with everyone doing it at a high level of intentionality and a full level of alignment with team members doing it. 

Or you’re degrading and undermining your brand. And for somebody to say they’re great and they’re not intentionally focused on greatness, you cannot make that promise, and the result of that will be a broken business.