Hello and welcome to Business 300.

My name is Philip Kulenshov and this is 300 seconds about business.

We're all a busy people. My name is Philip Kulachov and this is 300 seconds about business.

We're all a busy people.

So I'm five minutes or less to get my point across.

Five minutes is part of the brand around here.

The brand is everything, right? Well, sort of, yes.

Depends on what you mean by brand.

As in all things, definitions matter.

You can avoid a lot of confusion by defining your terms well.

What do you think when you hear the word brand? Your company logo, your sales pitch,

maybe the image you present on social media? There are marketing agencies that create and

promote brands or perhaps you're a farmer and the only thing that branding

brings to mind is that you still need to brand that cattle you bought. Sure all

those things are related to a company brand in some way.

The concept of a brand encompasses all of that, and it goes beyond.

A business's brand is not what the owner says it is, nor is it what the social media image portrays.

A business's brand is what the outside world says it is.

Your business brand is the reputation your business has, and just like a personal reputation, your business

brand does not come about by you telling people what it is. People form their own

view about you and your business based on what you do.

A business reputation is unavoidable, the good old inescapable concept.

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