(Photo by Paul Atkinson - KJZZ)

Tempe Town Lake.

It’s often said that your brand is what people say about you when you’re not around.

Leaders in Tempe now have a better understanding of what people think of their city. Six months after hiring a firm to help craft a branding initiative, council members received a report on the market research.

KJZZ business correspondent Christina Estes joins me to talk about the findings.