I came across a number of people over the years who have positioned themselves as branding experts and persons who can help build your brand. And while some of them have been quite good at what they do, some are just confused; these are the ones that believe that they can help you design a logo and a website and a tagline and call it your brand. I have come to realize that branding is more than this. In my definition your brand is who your customers think you are, and you basically have no control over this. You can try to manage your brand image, you can try to manage what people think about you, but essentially it’s up to them.
Read more about what branding is not here.
