Seth Godin gets all the credit for the title of this post - A brand is a shortcut. But that's not all he said about it, of course.
In a great little marketing course I bought on SkillShare this week Seth says -
"A brand is a shortcut. It's a shortcut for all the expectations I have for what you're about to do for me. It's a shortcut for trust, for promises, for conversations."
Isn't that a great definition? I love it, and I am going to share it with everyone I coach in their personal branding process now.