and our brand. Simply put, our brand
is our reputation; it is the sum o\ue000 all
experiences we create \ue000or our members,
logo, lexicon, publications, website and even our demeanor are all reputation-building experiences. Ever\ue004 interaction, no matter how big or small, is an opportunit\ue004 to express our values, expand our reputation and build our brand. The qualit\ue004 and clarit\ue004 o\ue003 our communications is as important to our brand perception as the qualit\ue004 and integrit\ue004 o\ue003 the in\ue003ormation and resources we o\ue002er. Our communications o\ue002er the promise that the resources and experiences we provide will live up to our organizational values; when we deliver on that promise we validate people\u2019s brand
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