Every organization produces a brand, whether they have consciously developed it or not. Your brand is thus the sum of all your prior actions and earlier communication that now have become an expectation – or a promise of an experience, that your stakeholders expect you to be delivering. Whether that expectation is trusting, authoritative, innovative, or fun, brands are the way your business, organization, product, service, celebrity or other entity delivers to its stakeholders (e.g., customers, consumers, employees, investors, media, suppliers, etc.). A strong brand impacts everything from the ability to recruit top talent and to opportunity to grow the bottom line. – Little wonder that more and more attention is being paid to measuring and managing brands as assets.