What Is A Brand? A Guide By Sam Berrin

It's often the external components we think of such as the things that appear on the company's website, marketing materials, or product packaging. Even the more legally savvy business owners may think of a brand as owning a trademark in the form of a name or logo.

Without a doubt, these external components are crucial elements, but truly successful brands are developed in a holistic sense. Put another way, a brand is actually comprised of many components that, altogether, express impressions of the company's essence to potential customers, investors, or employees.

One of my favorite quotes on the topic is from Seth Godin, who offers a nice definition: "A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer's decision to choose one product or service over another."