Adam SandCEO of Roofing Business Partner

Definition of The Brand in Simplest Terms

26 Jun 2025 · 1 min

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In this brief monologue, Adam Sand defines a brand in its simplest terms as the association of the known (the company) with the unknown (the people who work for it). He explains that a strong brand lets a business lend its authority to employees—such as site supervisors or production managers—giving them an advantage in conversations. Sand illustrates the concept with his own company, RBP, noting that while he originally embodied the brand, the brand has grown beyond him, now representing the entire organization and its staff.

Chapters

What is a brand? A healthy way to think about brand in its simplest digestible terms is it's the association of the known with the unknown. You're associating the known, your company, with the people who work for you so that you can lend that authority to the people who work for you so that they have an advantage in their conversations, whether it be a site supervisor or a production manager. You're associating the known with the unknown. But to kind of demonstrate my point, RBP, when it started out, I was RBP. Now RBP is bigger than me, so it associates the people that work for us with the RBP brand.