It is much more than a logo or an advertisement, more than the packaging on a product (although those things matter). Your brand is how all your stakeholders—customers, prospects, business partners, employees, regulators, media—see you. It is based on every interaction with your firm: the quality of your products, how your receptionist answers the phone, the ease of working with your customer service staff, the appeal and comfort of your offices, the personality projected by your media efforts.