First off, a brand is not a logo. It is so common to hear people refer to their brand in this way, but a logo is just one piece of the puzzle. Branding is anything and everything that represents your company to the consumer. Psychologically speaking, your brand is the emotion that a consumer feels when confronted with your company, product, or service.
“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos, Amazon
So what does all of that imply? Since your brand is really your consumer’s perception, it means you don’t necessarily control your brand… You do your best to conduct it in the right direction. It’s a reputation. Brands are powerful. They transform language or spoken communication. They represent so much with so little.