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: