What Is Branding, in 100 words or less?

There’s who you are right now, and who you want to be in the future.  The path you choose while moving towards that desired future, or more precisely the shortcuts you avoid . . . that’s your brand.  

It’s your credo.  It’s showing up and doing your thing, even when the world doesn’t “get it.” It’s showing people what to expect when they are around you, rather than living up to their expectations when you are around them.

It’s the difference between using a different batting stance like Cal Ripken, Jr. did, or taking performance enhancing drugs like A-Rod.

Now do you understand?

 

Please do not “click here”

I want to tell you a story:

Once upon a time, there was a large public organization with a large staff of web content curators. These curators dealt with a lot of content, and would often use ‘click here’ in their hypertext links to help users move between pages.  Like this:

For a copy of the full summer reading list, click here.

To see only the Elementary level list, click here.

To see the Intermediate level list, click here.

To see the High School level list, click here.

Everyone did it, because that’s how everyone else was doing it, and no one had ever said there might be a valid reason for it to be done differently.

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because "all web professionals must have a website if they want to be taken seriously."