I’ve written many times before about brand and branding.
Today, I’m going to give you a definition at its very simplest.
Your Brand is your DNA, what makes you and your business tick. It’s your raison d’etre and the people who make it happen.
Everything else – your tone of voice, your customer journey steps, your logo, typeface, graphic style and statements of vision/values is the frippery which helps you express that DNA.
So be clear about your DNA. Uncover it. Discover it. Embrace it.
Love your people. Make them advocates. Make them alumni when they leave. Value them.
Because if you’re not and if you don’t, the rest isn’t worth anything.