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Branding isn’t just your logo and website design, it’s your experience, product, partners, and more. Branding a new venture takes work — you have to really know what your business stands for and ensure that people Inside and outside of your company know, too. In the modern age, a brand is increasingly shaped by how you act, not only what you say.

Think of branding as the interface between your business and customers. It helps you connect more meaningfully with them, tells your story, conveys your values, and should prompt certain feelings or responses from people. A brand distinguishes you from the crowd and can give you a competitive edge to go up against big players in your market.

For instance, the rideshare platform Lyft started at a time when Uber had already dominated the industry. Yet, through intelligent branding, Lyft created a persona that was the opposite of its competitor — it took on a “nice guy” image and is now valued at more than $24 billion.

Here, we ask experts about the essential building blocks in creating a unique brand for

Good morning, Term Sheeters. This is Fortune finance reporter Rey Mashayekhi, filling in today for Lucinda.

Google is not letting a recent wave of antitrust sentiment—epitomized by last week’s much-hyped Big Tech congressional hearing—get in the way of its designs.

A pair of announcements on Monday morning indicate just how wide-ranging the Silicon Valley giant’s ambitions remain. Most notably, Google unveiled a $450 million investment in home security provider ADT that picks up a 6.6% stake in one of the most recognizable names in electronic property security. 

More important than the financials, the ADT deal gives Google an established vehicle through which it can deploy its Nest line of smart-home electronics and services to as many homes and businesses as possible. Google paid $3.2 billion to acquire Nest in 2014, and since then the brand has competed with Amazon’s Ring and other players in the battle to shape the smart home of the future (the sort of thing you would see in made-for-TV movies 20-plus years ago).

And ADT, which is owned by private equity giant Apollo Global Management, now has the power of Google’s brand and cutting-edge tech behind its own services. Investors certainly took kindly …

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For some, the pandemic was a chance to open a new chapter. But for many businesses, the swift and stark economic shutdown led straight to Chapter 11.

“We are seeing an acceleration in bankruptcies that is unprecedented,” James Hammond, CEO of New Generation Research, which runs BankruptcyData, previously told Fortune.

For 2020, he says, “I’m pretty confident we will see more bankruptcies than in any businessperson’s lifetime.” Ranked by assets alone, says Hammond, the magnitude of bankruptcies this year has already surpassed that of 2008.

Below is a running list of companies that have filed for bankruptcy during the pandemic. We’ll add to this list as more Chapter 11 filings are announced.

Lord & Taylor

Though the storied department store traced its roots back to 1826 when its founders launched a dry good store on New York’s Lower East Side, it could not survive the financial strain of COVID. The chain—and its owner, clothing rental startup LeTote—both filed for bankruptcy protection on August 2.

Tailored Brands

The parent company of the Men’s Warehouse …

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Good morning.

If you want to judge the true tenor of a company, survey its employees. Do that at Workday, and you’ll find a truly exceptional organization. Year after year, the enthusiasm of employees at the cloud-based software company earn it a spot near the top of Fortune’s 100 Best Companies to Work For.

Credit goes to CEO and co-founder Aneel Bhusri, who is this week’s guest on our podcast, Leadership Next (Apple/Spotify). A sign of his approach to business came shortly after the coronavirus hit. Workday was one of the first to send workers home, but it also gave them each a bonus equal to two weeks’ pay, to help deal with extraordinary expenses. “In a crisis, the first thing you do is fall back on core values,” Bhusri says. “And we’ve always had employees as number one.”

Bhusri is a strong advocate of the stakeholder approach to business. “Companies should have a soul,” he says. “I believe in this environment, companies are stepping up to do the right thing”–for employees, for shareholders, for customers, and for their communities. “Companies …