What Is Branding, in 100 words or less?

There’s who you are right now, and who you want to be in the future.  The path you choose while moving towards that desired future, or more precisely the shortcuts you avoid . . . that’s your brand.  

It’s your credo.  It’s showing up and doing your thing, even when the world doesn’t “get it.” It’s showing people what to expect when they are around you, rather than living up to their expectations when you are around them.

It’s the difference between using a different batting stance like Cal Ripken, Jr. did, or taking performance enhancing drugs like A-Rod.

Now do you understand?