Brand is not logo.

Brand is not reputation.

Brand is not design.

Brand deals with expectations and promises. Brand is the sum of all your marketing efforts - the by product is a shortcut and tool for customers. Brand is a tool for people to communicate with themselves and the people around them. That's why brand also doesn't mean story - a brand is not a story it is only apart of a story.

Brand is not a end in and of itself - it exists to serve the customer in a complex world.