I’ve talked before about different attributes that can help define your brand (how does your company approaches personal/professional development, what’s the level of internal transparency, amount of hierarchical structure, etc). Here’s one I hadn’t thought of before: Courage. How does your company reward courage? Can you disagree with your boss? Do you have to do it quietly one on one, or are you allowed to disagree more publicly? What about disagreeing with leadership? Answers to these simple question (assuming leadership and front-line staff agree on the answer), go a long way to defining your own company.