A brand is the sum of all the parts of an organization. More than a logo, it is a reputation, perception, and experience. Many factors make up a brand: corporate culture, customer relationship, product/service quality, the promise you make and how you deliver on it to both customers and staff, and how you look – in short: a brand is how you are perceived by the outside and inside based on everything you do.
 
When a brand is well-defined and all these elements are aligned, you have a strong brand culture which is the “muscle” that reinforces your brand with every action you take, creating the desired impression. Few organizations realize that their employees power the corporate brand: When your brand infiltrates your culture and you deliver what you promise to employees, you are more likely to see an engaged and committed workforce that will consistently deliver on your corporate brand promise.