What is Brand?
Brand is the communication of value.
That’s it. Not your logo. Not your “vibe.” Not the emotional gut feeling your audience might—or might not—have. Brand is how clearly, consistently, and compellingly you communicate your value. And if you’re unclear about the value you create, your brand will reflect that. Loudly.
Most definitions of brand are too abstract to be useful in the boardroom. “A person’s gut feeling”? That might sound poetic, but it doesn’t help a CEO figure out why their messaging isn’t landing, or why their product is being misunderstood in-market, or why their go-to-market teams can’t tell the same story.
When you define brand as the communication of value, things start to click:
You can audit it.
You can align teams around it.
You can build systems to scale it.
And most importantly, you can tie it directly to revenue.
Because value well communicated is value well converted.
The solution to every meaningful business challenge—whether it’s market differentiation, internal misalignment, employee disengagement, or flat revenue—ultimately comes down to one thing: improving the communication of value.