Actor Anthony Mackie, who plays Marvel hero The Falcon, has a way of looking at a part that you can use to think about your brand. When he gets a script, he underlines everything that the other characters say about his character. That gives him an outside perspective — the way the world sees the person he’s going to play. Now think about your brand. We always look at it from our own perspective. But your brand is what the world thinks it is — not what you hope it is. The only way to dig deep into branding is to understand what the world sees when they look at you.