The :10 second BRAND definition

Everyone's got an opinion about branding. Which is appropriate, because that's what it's all about. Your brand is what people think about your company (or you). This opinion (or reputation) is polished or tarnished by pretty much everything you do, big or small. From your company's latest ad campaign (or your last spreadsheet) to the paper quality of your business cards (or resume). Like it or not, you've got a brand to manage. Does this process have to be full of $2 million Superbowl anthems, SWOT crucifixes and new business bluster? Not really. Get your house in order operationally so you can deliver what you promise, communicate openly and frankly with your staff, customers and prospects. Then start getting out of your comfort zone and into your competitor's discomfort zone. Of course, branding can be made much more complex, stratified and aspirational than this...hence the booming brand consultancy industry. But when it boils down to it it's all about creating positive opinions and reputations. Positive begets positive. When was the last time you were eager to work with a company or person you really didn't like?