How do you define a brand? It’s true that most of us feel it boils down to the sheer visuals, such as logos and marketing materials. And those visuals do reinforce the brand.
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But building a brand image comes down to much more than just what you see of a brand logo design on a billboard. Marketing expert Seth Godin, for example, defines a brand as a set of “expectations, memories, stories, and relationships” that are able to promote or distinguish one brand over another.