Highlights
When you were young(er), you had a certain style about you. How you dressed. How you came across to others. How you interacted with people. That was your brand. It defined you.
In business, your brand tells your story. It is the grown-up version of you. It’s what you stand for. Same principle. Higher stakes.
Your brand is a commitment to your customer/client base. It is an assurance of quality, consistency, and value, and has huge meaning in the marketplace. It offers an ambitious, aspirational promise that evokes emotion. It is supported by a strong operational plan to consistently deliver that promise.
Your brand is what people say about you when you’re not in the room.
—Jeff Bezos, CEO, Amazon
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