If you’re wondering whether your company has a true brand, or if you’re just one of many “me too” choices, here’s a good indicator: are you excited? A primary ingredient of any real brand is passion — people who are excited by what they do and energized when they do it. So look around. Are your people excited by their work? Are you? If not, fixing that is the first step toward building a real brand. If so, make sure you share that excitement in your marketing.
