I recently attended a meeting of small-business owners. The facilitator pointed out that your brand is not your name, logo or any other feature which identifies you or your product. “It’s the way people feel after working with you.” With that thought in mind, she then asked the participants to reveal three words that describe their brand in terms of how other folks see them. Interesting, huh? The exercise reminded me of the standard icebreaker I used when I taught financial
