The Reality of Branding

Faris Alami
2 min readMar 14, 2023


Image from Unsplash by Patrik Michalicka

I am frequently asked to define branding. I encourage everyone to dig deep into this topic, because it can control and shift the market for your business.

You can control the marketing efforts that you use, but I’ve always been clear that the “brand” is what other people say about you — not what you say about you.

While you control things such as your logo, colors, slogans, mission, vision and core values, at the end of the day your brand is what others say about you based on what they perceive it to be, or what they have experienced.

While you market with certain images and ideas about what your brand is, at the end of the day, what people say on the streets and how they feel about you is your brand.

Have you asked your customers what you stand for and what your brand is about? Listening to what customers or prospective customers have to say can guide you in the reinforcement of the message.

If you don’t like the narrative, consider what you can change about your marketing so you can start to shift that narrative.


We see our blogs as opportunities for dialogue. Please share your thoughts as comments.

  1. What do you think defines your brand, and how does it differ from the “word on the street”?
  2. What can you do to modify, change, or enhance your brand?
  3. What other ideas do you have about branding?


Faris Alami is Founder and CEO of International Strategic Management, Inc. (ISM). He works internationally, presenting Exploring Entrepreneurship Workshops and other entrepreneurial ecosystem — related ventures.



Faris Alami

Global Entrepreneurship ecosystem, SME and leadership development in local communities