“Every business, every organization, every person in fact, they all have a brand already, whether it is a good brand or not a good brand is up for evaluation.” [14:15] Branding is one of those things that we all know is important to our businesses, but few of us actually grasp how to do it well, or even what elements contribute to our brand image. Kacha Azema has worked as a strategist and designer for major brands for over 20 years, and now serves as creative director for Skidmore Studio, a boutique creative agency that specializes in restaurant branding. He joins us to discuss some of the factors to consider when thinking about your brand. Contrary to what a lot of us think, it’s not quite as simple as hiring a branding agency to shape our public image into one that converts consumers. In fact, as Kacha explains, the bulk of our brand reputation comes from within our organizations, and it is largely up to us to design the image that we want to portray.