A brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”

David Ogilvy, Author of On Advertising


Don Zahorsky is an old cattle breeder in my neighborhood. He’s been in the business of registered Angus cattle for decades, even back when my dad was a kid. Ride around in the pasture with Don, and he can tell you the parentage of every animal. “What’s that tag number? 0282? That’s another Dominator son. His mother is a real good cow. Her father was the grand champion … ” He has invested his life in breeding the best registered Angus cattle he possibly can. He’s bought bulls back from people, because he didn’t like the way they performed. He’s never thought once about business brands, about emotional experiences, about logos. But he does care a lot about his reputation and the service he provides his buyers. He brands his bulls with a DZ on the right hip. Everyone around here knows that brand. They know Don. They know that brand means a good bull. Here’s the lesson: It’s not the brand that makes the bull valuable. It’s Don’s reputation that makes the bull valuable. The brand is just a way of showing it.

Becky McCray – Small Business Survival


“General advertising is Cyrano. He comes under your window and sings; people get used to it and ignore it. But if Roxane responds, there’s a relationship. We move the brand relationship up a notch. Advertising becomes a dialogue that becomes an invitation to a relationship.”

Lester Wunderman, Author of Being Direct

OFTEN CONFUSED WITH A LOGO, a brand is truly different. While a logo and brand go hand-in-hand, the logo is meant to differentiate one entity from another. A brand has mostly to do with the way a business is perceived; the big picture. It’s made up of many components such as the quality of your product or service, the messaging, the competitive edge. Good branding should motivate customers and create loyalty.

METAPHORICALLY SPEAKING, your brand is your sacred cow.

LITERALLY SPEAKING, your brand is your reputation.


Not one logo was hurt in the rendering of the above image.