A Good Brand is a Philosophy

"Is is that hard to make us look cool?" Short answer – yes. Only you can do that. The reason is that your brand is not what you say you are, but what everybody else says you are. Sure, I can probably make you look cool for a night or two, but it's going to cost you way more than what it's worth and then you'll be back at square one.

What I've learned over the years is that a good brand is a philosophy. A good culture is when people are aligned with this culture. When that happens, all your actions will point in the same direction and people will start taking note. Now when someone mentions you, other people will chiming in because they've noticed the same thing and people love finding alignment. They will start reinforcing each other's thoughts about you and you will come across as authentic and true.

You now look cool.