Branding is what people say about you or your product when you leave the room. What’s really important is when you look at what you are selling — whether it’s a product or a professional service — to know what people are saying and thinking about your brand. Talk to internal people, external people, prospects, clients, and start asking them what they believe our message and brand to be. This will give us a lot of clarity on what that next step is to bring clarity and consistency to our brand and messaging.