A company’s brand is simply a reflection of how people on the outside perceive it. And that perception is the result of hundreds or thousands of little things the company does every day. After all, actions speak louder than words, ads and shiny logos.

Instead of worrying about what message our “brand” is sending, we should worry about what message our ACTIONS are sending. More to the point, no?

No one goes into the office and “makes money.” Counterfeiters excepted. And no one goes into the office and “builds a brand.” We go into the office and make hundreds of little decisions and take thousands of little actions that affect how other people perceive our products and our company.

If we do those things well, the result is profit and a valuable brand.

In short: It’s the not brand you work on, but the business. Done well, a strong brand results.

Dov Gordon

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