# What a Brand is Not

Let’s first peel away some very common misconceptions:
• Your brand is not your firm’s name.
• Your brand is not your logo or tagline.
• Your brand is not your website or marketing collateral.
• Your brand is not your mission statement.
• Your brand is not your advertising.

These items may help communicate your brand to the world. They may even help clarify it. But they are not your brand.

# Brand Defined

After many years working with professional services firms, we’ve come to the conclusion that the best definition is the simplest.

Your brand is partly your reputation. It’s what people say about you when you’re not around. It’s how they feel about your firm and what they expect from working with you. But reputation alone doesn’t capture the full scope of a brand.
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