A brand is no longer what we tell or feel to the consumer it is - it is what consumers tell each others it is.
A brand is set of distinctive perceptions, ideas and feelings that people have about your company, which set it apart from alternatives.The active process of shaping the perceptions that consumers have about your company.
Branding is a more holistic perspective of how your customers experience your company. While a logo is only a small simple mark, a brand includes every single touch-point your customers have with your company. If the logo is ‘good’, they have an emotional and intellectual reaction. They instantly know what the company sells, and they know it’s awesome!
The logo is only a visual queue to the brain to recall their experiences interacting with the company (also known as the ‘brand’!) The memory of the brand experience is what triggers the emotional reaction!