EVERYONE... every architect, every management consultant, every student. Everyone is a brand. And even without social media, everyone still needs to brand... because whether you know it or not, you already have a brand. You may know it as "reputation" or "vibe" or "profile."

And when we redefine this more broadly, the question becomes “what does my reputation look like currently?” What do my colleagues, clients, and competitors say about me, my products, my business… when I’m not in the room? What are they whispering about me.. at the best of times… and at the worst of times?

These questions start to get at the idea of brand… and hopefully makes it a bit more approachable.