Many people in business greatly underestimate the importance of having a brand—whether it’s the company’s brand, their personal brand, or that of their colleagues. “Well, we don’t need anyone to know about us; we quietly do our work...” I often hear this at various business events, and I’m slightly puzzled as to whether those who think or say this realize that we live in a completely different world now.

Of course, many of us, if not all, do our work well... But this has nothing to do with how loud we are about it. Today, a brand needs to be known. Otherwise, if it doesn’t show after searching the internet, no one will believe it’s real. And one more thing: the sole purpose of a brand today is to be known. Everything else is about qualities and content.