You've heard a million and one definitions on what branding is, and you're still confused. What is brand? It's not your logo, it's not your website, it's not your Twitter, and it sure as heck isn't what your cousin learned in Photoshop class at SCAD.

To state it the most simply: a brand is who you are. Or more importantly, who others think you are. It's everything, including those things listed above (hopefully with the exception of the Photoshop tricks).

With that out of the way, why should you care? And what's with the delicious cuts of pork?

In an effort to harken back to the days when very little went to waste, there's been a growing interest in a more down to earth culinary movement. A huge part of this is what British chef Fergus Henderson refers to as "nose to tail" eating. (In fact, Abbatoir here in Atlanta highlights this philosophy). Sounds like a novel idea, right (trendy foodies might have you believe so)? Well, not really — we've just gone down the wrong path for so long it seems that way.

And so it goes with branding. Distracted by new fads, lacking patience, or simply confused by the new cut-throat world of marketing and consuming, we often forget the importance of thinking of brand as a whole. Sure, it's made up of those tasty cuts like pretty design and a good strategy, but don't forget about every single one of the other little pieces, and the guts required to make it all happen.

Chef Henderson has explained his philosophy as such:

"If you're going to kill the animal it seems only polite to use the whole thing."

Treat your brand with respect. Pay attention to the whole hog, to every touchpoint, large or small. For every part is a valuable asset.

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