What Makes a Strong Brand

A brand is the sum total of perceptions, feelings, and associations people have about a company. Your logo is one small visual symbol of that brand; the real brand lives in the mind of your customer based on every experience they have had with your business.

Brand identity is what you project — the visual elements, messaging, and values you intentionally communicate. Brand image is what your audience actually perceives. Strong branding works to align these two so your intended message matches how you are actually received.