A brand is the sum of all the information about a product, a service, or a company that is communicated by a name or related identifiers, such as logos or other visual cues. The brand is not the name itself; a corporate name that does not communicate anything of substance is not a brand. The attributes of a brand exist in the eye of the beholder and reflect an accumulation of both the communications that the person has received concerning the product, service, or company and the experiences that he or she has had with it.

Be brave, be different, be daring. You're going to need to punch above your weight to survive, so get your branding to do the work for you. If you are different, and your branding is different, you'll stand out. Brands press the right buttons in our brains, ‘Pull’ us in as opposed to sales ‘Push’, grow loyalty and advocacy, involve and engage their audiences, target opinion leaders and product innovators.

Your brand is what people say about you when you’re not in the room.