--- title: Hard Decision? Let's talk about BRAND. description: Hard Decision? Let's talk about BRAND. --- [![Peer Insight](https://blog.peerinsight.com/hubfs/PeerInsight_September2019/Images/peerinsight_logo_white.png)](https://peerinsight.com/) - [ABOUT](https://peerinsight.com/about/) - [SERVICES](https://peerinsight.com/services/) - [TOOLKIT](https://peerinsight.com/toolkit/) - [BLOG](https://peerinsight.com/blog/) - [TEAM](https://peerinsight.com/team/) - [CAREERS](https://peerinsight.com/career/) - [CONTACT](https://peerinsight.com/contact/) [![Peer Insight](https://blog.peerinsight.com/hubfs/PeerInsight_September2019/Images/peerinsight_logo_white.png)](https://peerinsight.com/) - [ABOUT](https://peerinsight.com/about/) - [SERVICES](https://peerinsight.com/services/) - [TOOLKIT](https://peerinsight.com/toolkit/) - [BLOG](https://peerinsight.com/blog/) - [TEAM](https://peerinsight.com/team/) - [CAREERS](https://peerinsight.com/career/) - [CONTACT](https://peerinsight.com/contact/) # Hard Decision? Let's talk about BRAND. by [Daniel Lombardi](https://blog.peerinsight.com/blog/author/daniel-lombardi) | [Product and Service Development](https://blog.peerinsight.com/blog/tag/product-and-service-development) The Internet is flooded with blog posts on the subject of brand and branding. And, if you know me, I *love* to talk branding! So, I know you're thinking, "Ugh … not another post on branding." Lucky for you, this is **not** that post. I'm here to talk about BRAND as an acronym. It has nothing to do with the perception of your business. I see it as a decision-making tool. Whether you're a new or seasoned entrepreneur, it will help you make informed decisions about your business.  I came across BRAND while learning about [informed consent](http://en.wikipedia.org/wiki/Informed_consent). I haven't used it in this context, but recently I was struggling with a decision and, while consulting with a colleague, realized that it can also be used in business. BRAND is a series of questions to ask yourself in the midst of making a business decision (or any decision in life, for that matter): - What are the **BENEFITS**? - What are the **RISKS**? - What are the **ALTERNATIVES**? - What if I do **NOTHING**? - Do I have time to **DECIDE**? This a foolproof tool, and can be called upon daily. I've used it to make many decisions, both large: "Should I make this investment?", and small: "Should I send this email?"  Do you see this becoming a part of your toolkit? I'd love to hear your thoughts!  send me a message: [@danieldzn](https://twitter.com/danieldzn)  # About Us Peer Insight helps organizations ignite growth by uniting design, business, and entrepreneurship. [info@peerinsight.com](mailto:info@peerinsight.com) ![VOSB](https://blog.peerinsight.com/hubfs/PeerInsight_September2019/Images/vet-owned-300x300.png) # Find Us **Washington, D.C.** 717 D Street NW 2nd Floor Washington, DC 20004 (202) 506-3804 **San Francisco** 595 Pacific Ave 4th floor San Francisco, CA 94133 (336) 430-5403 # Get in Touch For project inquiries, contact [Clay Maxwell](mailto:cmaxwell@peerinsight.com) or [Tim Ogilvie](mailto:togilvie@peerinsight.com) For media inquiries, contact [Natalie Foley](mailto:nfoley@peerinsight.com) We respect your privacy. - [Privacy Policy |](https://peerinsight.com/privacy-policy/) - [ Terms & Conditions](https://peerinsight.com/terms-and-conditions/) - - -