I often use the statement “your brand is not what you say, but what others say about you.” It doesn’t mean that you can’t try to change or influence what they say, or that you can’t promote or market the brand you are aiming to be, or think you are.

In my last blog, I mentioned that the reality of branding is people-determinant.

I suggested that you can contribute to that brand by articulating what you want the public to know.

“While you control things such as your logo, colors, slogans, mission, vision and core values, at the end of the day your brand is what others say about you based on what they perceive it to be, or what they have experienced.”