If you feel that term marginalizes your business or your product or your art, consider this…

A brand isn’t just a collection of words, colors and symbols, it’s a promise you make to your audience. How that promise is managed, communicated and fulfilled is the true job of the brand strategist.

There are brands that do good and engender a sense of trust, empathy and respect (like Patagonia or LEGO), and there are brands that are lazy, broken and continually take advantage of the relationship with their customers (like Facebook or Comcast). Which side you end-up on comes down to defining and sticking to your core values.

Photo by Malik Skydsgaard