Brands are not created, they’re discovered. Each company, right now, right this very second, has a brand. You will hear many definitions from other marketers out there, but I define a brand as what the company seeks to add to the world, its personality, its target audience, and what makes them unique in the marketplace. Brand strategy should inform every piece of marketing and communication from the company. We need to find this truth and express it vividly to tell a brand story that is going to resonate and stick with people.