"Products are created in the factory. Brands are created in the mind."

-Walter Landor, founder, Landor Associates

What exactly is a brand? Hint: It's not a company's logo or advertising. Those things are controlled by the company. Instead, a brand is a customer's gut feeling about a product, service or company. People create brands to bring order out of clutter. If the word brand didn't exist, we'd have to invent a new one, because no other word captures the complexity and richness of this concept. The only word that comes close is "reputation." Your personal reputation, like a company's brand, lies outside your control. It's not what you say it is-it's what they say it is. The best you can do is influence it.*

Although your brand isn't your printed or online communications, those are strong ways to influence it. Ultimately, how you treat clients, your level of service or the quality of your products will form the marketplace's brand perception, but how you communicate these values through your logo, brochure, website, advertising, and more are not only powerful ways to reinforce your message to the public-they also serve as foundational reminders to your staff and associates.

*Excerpt from Zag, by Marty Neumeier

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