Most businesses treat the About page like a formality, but the ones who see it as an opportunity to attract the right people can develop a strong competitive advantage. You don’t need to be the highest paying company with the best benefits when you’re offering something money can’t buy; A work culture that enables them to do work they’re passionate about with people they enjoy being around.

Think of a brand as a skilled mixed martial artist, and marketing as the various disciplines, skills and techniques the fighter uses to win the fight. Just like a business, every fighter has a unique blend of traits and characteristics that combine to make the fighter who that fighter is. Things like the fighter's height, speed, strength, agility, flexibility, endurance, temperament, mental toughness and mindset are all things that contribute to the fighter’s brand.