What is a brand? July 06, 2011, by Peter Mirus in Branding

In the most literal sense, your brand is your unique mark (name, logo, etc.) that distinguishes you and your property from competing companies and their property. However, today we often talk about "brand" in a broad sense—the sum of a company’s positioning, messaging, and visual identity.

In an abstract sense, a brand might be defined as the emotional and intellectual relationship that you have with your customers. This definition is based on the viewpoint that perception is the better part of reality: no matter what qualities you want your brand to portray, it can never be greater than how it is viewed and experienced by the audience.

As we move to the legal arena, a brand or trademark means the unique source of your goods or services. In other words, your customers identify the mark or name with a specific point of origination.

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