What is a Brand?
Alex Lieberman explains that brand isn't your logo. It's the 30-day moving average of how people describe your company when you're not in the room.
He says:
Brand is the 30 day moving average of how someone internally/externally describes your company (unassisted) to someone else.
Which means that every touchpoint that you have as a company with your employees, prospects, customers, partners, etc. is an (intentional/unintentional) articulation of brand.
Here are some of the touchpoints:
1) Visual identity - colors, design theme, website, email, social assets, visual content assets, sales decks, case studies, internal documents (onboarding, resource hub, etc)
2) Content - Site content, social content, newsletter content, multimedia content, email templates, JDs, applications, client comms, PR, interviews
3) People - how the core values of the business are/are not informing the daily behaviors of the team
Your brand should be a super-magnet, attracting the resources we need to achieve our mission as a company.
