“This does not align with the values of our brand.”We hear statements like this in business conversations all the time. Yet, I have come to realize that it is sometimes difficult to grasp what such statements really mean, especially when we have not taken the time to understand what a brand actually is. So, let us take a look at what happens when Steph decides to start a business without considering the other factors that could determine whether that business becomes a brand people remember. For a very long time, Steph had been yearning to start his own business. The financial aspect was not the problem. He had funds readily…