01. WHAT IS BRAND?

YOUR BRAND
IS NOT YOUR LOGO. 

Logos and other graphic devices are visual triggers, making us think of an organization. 

YOUR BRAND
IS NOT WHAT YOU SAY IT IS.

Author of The Brand Gap, Marty Neumeier says “Brand is not what you say it is. It’s what they say it is.”

SO WHAT IS BRAND?

Brand is the space in people's minds when they think about your organization. It's their gut feeling when they see your logo or hear your name and it's shaped by every experience they have with your organization.

If you do things right, a brand will also earn place in people's hearts.