"Brand" is who you are and how you show up in the world. It gives us the opportunity to connect deeper with consumers, to create a pull unlike ever before, and, if done properly, to continuously generate business at substantial scale. With the search tools accessible to consumers today, a brand presence that is just “good enough” is now not enough.  Building your brand the right way and integrating it across your entire online presence is a necessity to compete in the market today.