Brand is one of the most misunderstood and abused concepts in marketing. How often do we still see it confused with logo design? How often is it described as a verb we can apply to marketing activities? as if we have the choice whether to care about it in business? If we simply imagine your company is a person is should be easy to imagine that your brand is whatever people think of you; their views being formed on the basis of what they see, hear, or otherwise experience of you. So a) you can't pretend to be something you're not - or you risk coming off as false b) you can't dress like a pro but act like an amateur - it won't wash c) today, actions do speak louder than words - so make sure your team is acting in line with the persona you want to project. Get it right and you will see frequency take on a new meaning - a clear vibe that resonates with your customers.