What is a Brand?

Alex Lieberman nails it: your brand isn’t your logo or tagline—it’s the 30-day moving average of what people say about you when you’re not in the room. Every interaction adds a data point to that chart.

Marketing analysis

Every touchpoint—your website, social posts, internal docs, even job descriptions—quietly tells the world what your brand stands for. Whether you mean to or not, you’re shaping perception with every pixel and every sentence.

Why it works

• Consistency builds trust across all contact points
• Repetition of values reinforces memory
• Small daily actions compound into lasting impressions
• Employees become brand messengers through behavior

Examples

• Apple: sleek design and simplicity echo through every product and email.
• Patagonia: sustainability shows up in packaging, HR, and PR.
• Duolingo: playful tone is consistent in app, emails, and social replies.
• Ritz-Carlton: employees empowered to fix any problem on the spot—brand = service.