Every single living entity in the business world has a brand. Brands happen when a company takes its first breath. When it opens its doors, sets the sales troops loose on the battlefield, prints the business cards, and handles the first stressed-out customer, it is developing a brand.
The brand is the by-product of all of one’s actions — the sum of what an organization, person, or product does. How you behave, communicate, and respond to the unexpected are part of your brand.