“A brand isn’t what you say it is, it’s what they say it is.”
Meaning your brand is defined by your customer’s overall perception of your business. It’s much more than just a name or a logo. A brand is an emotional, gut feeling these visual assets evoke. Therefore, branding is the activity of carefully crafting that perception, which develops into genuine relationships built on trust. This trust then leads to increased sales and acquiring valuable customers who turn into brand evangelists marketing the company for you.