"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.
- Advertising changes the cultural meaning of products: People attach to brands that help them signify to others in particular ways and are therefore an expression of self-identity
Godin, Seth. “Define: Brand.” Seth’s Blog (blog), 2013. https://seths.blog/2009/12/define-brand/.