A Brand is much more than a logo. It is the perception of a company, product and service in the mind of a consumer; it is a collection of expectations, memories, experiences, feelings, and stories that influence a consumer’s decision to choose a product or service over another. A brand is built using a combination of what a company actually does or produces, with supporting elements like language, visual components, and other aesthetic components.
Branding is a sustainable marketing tactic used to influence and manage the way consumers perceive and respond to a brand, with the goal of making a business memorable and recognisable. It is the process of strategising what a brand should be and implementing different components to achieve brand goals; it is an active process of engaging in marketing efforts to establish, shape, reinforce and reinvent a market identity.