What is branding?

Put simply, your “brand” is what your client thinks of, when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a black box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. And your brand exists only in someone’s mind.

A brand is not a logo
A brand is not an identity
A brand is not a product or service
A brand is not a mission, a promise or a statement
A brand is not advertising

What exactly is a brand ?

A brand is not what you say it is.
A brand is what they say it is.