Many smaller businesses associate branding with their logo. The logo is the visual symbol for their brand but it is not the brand. Your brand is embodied in all of the intangible attributes your customers associate with your product, service, or company. It ranges from the customer support experience, to the atmosphere in a retail environment, cleanliness of company vehicles (and the driving) to advertising, marketing communications, product design quality, and any other touchpoint where this is opportunity for you to make an impression on your customers. Next time you look at a logo, pause and think about all of the words and feelings you immediately have - that is what that brand means to you.