A brand can be defined as “a name, term, design, or other feature that distinguishes one seller's product from those of others.” Sounds simple enough. But is that what a brand really is? Consider this alternative definition from best selling author Seth Godin: “The set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Perhaps that’s a more accurate depiction of a brand in this day and age, since we no longer live in a time when businesses dictate their brand. Think back to the pre-social media era and before we had 24-hour access to everything. Consider how people obtained their information on products or companies: advertising. The company chose the message that was sent out, and that’s how people learned about a service or product. Not anymore. In fact, according to consumer research from Jack Morton Worldwide, 49 per cent of people say their friends and family are their top source of brand awareness.