Many people associate branding with the company logotype or the language used in copywriting, but it is much more than that. Thomas argued, that a brand is the DNA of the company and thus the most important part of any company. A brand defines what products the company builds, what channels it uses to communicate with its users and whom it hires. A brand is the company’s culture both internally and externally. A brand is the sales person’s tone of voice and the smell of the company’s products. A brand is essentially the answer to the question “Who are we and why do we exist?”.