Brand Definition: A Concept the Entire Company Can Use

Brand Definition What Is a Brand

(Reading Time: 4 minutes)Last week, I debunked the notion that a brand is a promise. Anyone can make a promise.  If you really want to build a brand, you’ll have to work harder than that.  So what’s a better brand definition?

My definition of a brand – your brand – is as follows:

Your brand is your total experience, as perceived by those you seek to motivate.

Every word in this brand definition is selected carefully.  A few key words have heightened importance and further implications:

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