What’s a brand?

Which of the following has an impact on what people think about your company, department or organization:

There is only one answer: all of the above.

If you are gruff when you answer the telephone, people will form an opinion. If you have cluttered advertising, they will form an opinion. If you have shoddy products—or great ones—they will form an opinion. And that opinion is your brand.
In other words, your brand is what your clients say it is. Good? Bad? Indifferent? They decide.

People are going to have an opinion. Your role is to do everything you can to influence it.

Have a look at every client "touch point." Are you instilling confidence? Are you showing them you excel at what you do and that they are wise to choose you? Do you provide value? Are you standing out from the crowd in a positive way?

You do have a brand. But how that brand is perceived is up to you.