What is a brand?

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Here it is short and sweet—the term brand and branding get thrown around all the time in marketing and graphic design. A brand deserves more respect.

Think of a brand like a person. It has a face (the logo) and a style (identity design). When we talk about a person—we can describe it’s personality and it’s tone of voice—if it’s a ‘masculine’ or ‘feminine’. If the person is inconsistent we tend to be wary of them and not trust them. It the person sticks to their promises we

Together, we can determine a perceived image of that person…our brand.

Just Creative says the following about a brand.

What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.