The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
However, your BRAND is NOT your LOGO, though your LOGO should be a representation of your BRAND.
Let’s break it down:
There are essentially 4 aspects to “BRAND”:
Brand – The visual aspects of a company’s presence. A name, a sign, or a symbol that distinguishes products & services of one company from all others. Look and feel.
Brand Identity – How the consumer views your company or business.
Brand Image – The perception of your product or your brand by the consumer.
Brand Recognition – The extent to which a brand is recognized for stated attributes or communications.