"Brand" is more than the colours, the imagery, the voice, or the look of that an organization or individual puts forward; "brand" describes the gestalt impression that develops through every point of contact an individual has with that brand. A brand is a constellation of impressions that accretes over time; it drives whatever expectations an individual might when engaging with the brand.

Effective branding grows the value of a product or service to the organization offering it in that a consumer may be willing—all other things being equal—to select one offering over another, or pay a premium for one offering over another.


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Citations

Godin, Seth. “Define: Brand.” Seth’s Blog (blog), 2013. https://seths.blog/2009/12/define-brand/.