
A logo, packaging, typography, and personality all represent a brand, along with customer service, price, product quality, and corporate responsibility, but a brand is a bit more intangible. It’s emotional, visual, historical, and human. It’s an experience that separates different products and services in a world where quality is often comparable or the same.
Seth Godin has a great definition of brand that addresses this point: “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.”