Brand is Everything

Brand is Everything

Brand is everything.

And everything is brand.

Is this too bold a statement to make?  Not really.  Think about it.

You have a 360-degree brand.  It encompasses how you are perceived rationally and emotionally from all different aspects:




  • Visual
  • Communication
  • Strengths
  • Attitude
  • Presence
  • Value

Everyhing you think, do and say has a bearing on your brand.  Some more than others.  But, brand is built up in layers and experiences over time.  How consistent, how clear and how compelling you are will determine if your brand is desired. This is true for people, products and companies.

Branding is not a luxury in today’s world.  It is something that we all need to master.  You don’t have to start out with a grand plan.  Figure out who you are, how to communicate it, and do a few things well.  Remember, bake the cake, then ice it.

I’m writing a book this year to help you with brand positioning.  What is the most important topic(s) I can cover that would help you?


One Response to Brand is Everything

  1. Alan Lattanner says:

    Examples examples examples. In Al Ries’ and Jack Trout’s book Positioning: The Battle for Your Mind, they give a clear definition of brand (“A brand is a singluar idea that you own inside the mind of your prospect.”) Then they give some examples (e.g. Zippo: windproof lighter). We who search for brand identity need many more examples to help trigger our own thoughts about what makes our persons and companies unique. Also, examples of how to hone in on the singularity starting with the typical, more complex, set of possibilities. How do you winnow it down?

    Best regards,