Brands are powerful. You can see how the great ones are dominating the narratives in the media and probably in our daily lives as well. What a brand does is that it essentially generates trust. Trust that has been earned through being consistent at doing what they do best. Some of you might already know this but many of us forget that we too are brands. We too generate trust. And we know that once trust is earned, things get a lot easier. However, once it is lost, it is an uphill battle to get it back. Now, you might have a lot of ideas of what you would like to stand for. i.e, your brand. That is wonderful. And if I may recommend including in your list of associations, is to make working hard your brand. Even if that is the only thing in your brand repertoire, that is great. No one can discredit a person who works hard. You don’t want to mess with someone who works hard. It might sound easy, especially to say it. But to actually do it, is a whole other situation. And usually, those who work hard, are better positioned for success.