CONTEXT: Think how companies use brands to differentiate themselves from their competition. How do you use your Brand U reputation or name to enhance your business? What does your name evoke in terms of accomplishments, abilities, trust, or contacts? Does your Brand U reputation confer trust? Do people ask you to be part of a special project team? Do customers purchase your services based on your reputation and do they pay a premium for this assurance. What do you consistently deliver to your friends, family, customers, and stakeholders? When people come to you, what do they want? What are they looking for?