Brand is all about perception. What’s a hoody? Is it worn by teenage tearaways to hide their faces when they terrorise old ladies, or is it just a practical, comfortable item of clothing worn by almost anyone? What do the brands we buy say about us? Why don’t we just buy the most cost-effective product for our immediate needs?

Brand Academy is here to teach you about brand, whether it’s from the point of view of a shopper or an employer, a job-seeker or an employee. How do you create your own personal brand? How do you brand your team, your company, your charity or your youth group?

And why should you?