Most people believe that a brand is the logo of your business. When you set up your business, you hire a graphic designer and get yourself a fancy logo and thats your brand. Right? Actually, your brand is much more than a logo.
What makes you personally go back to a company time and time again? It sure as hell isn’t their logo, but it could be one of many other, less seemingly tangible, things such as trust, culture, or the values of the company.