 So I finally learned that a brand is not your brand identity. It's not what you look like. It's not what you see when you go to the website. It's not the colors. It's not the logo. Those things all play into it. But what a brand really is the process of building a brand is the act of continually making promises to the market and then keeping those promises. This is a slow, long battle. You promise the market something you deliver on that promise. You promise the market something you deliver on that promise and you do it over and over again. And that's what a brand really is. Because I learned that people care about brands not because they think that a brand is the best, but because a strong brand has a much smaller chance of being a mistake.