Let's set the record straight on what a brand is...and is not.
First, your brand is not just your logo, tagline or the "look and feel" of your ads, website and literature. These are all graphical parts of your brand identity and are often narrowly, and incorrectly, referred to as branding. Here is a much broader definition:
Your brand resides within the hearts (feelings) and minds (intellect) of your customers and prospects. It is their sum total of your product and their experience and perceptions, some of which you can influence and some you cannot.
Successful marketers understand the needs and wants of customers and prospects. They understand how to meet these needs and wants in a way that is motivating. They apply this by initiating integrated strategies throughout the company at every point of contact--marketing communications, customer support and sales.