Adam Sand defines brand as the association between a known company and its unknown people. A healthy brand gives employees authority in their roles. He uses RBP as an example: he once was RBP, but the brand grew beyond him and now carries other employees with it.
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.
