What is a brand? And how does that help you?
The easiest place to start is with what a brand is not. So what is a "brand" not about? A brand is not your logo. A brand is also not your product. A brand is also not your company. Now it's getting complicated? A brand is much more abstract. A brand is more of a feeling you evoke in your customers. It's what your customers say about you when you're not in the room. Your brand is what your customers associate with you. The emotions that you and your company trigger in them.
The short answer: through your appearance. Your appearance as a person and as a company. What clothes does your company wear? How does it communicate? Who are you friends with? How does it behave in certain situations? Sure, this all seems very abstract now. But if you think about it a little deeper, you might realize how many similarities there are to other topics. Let's take a look at your design - your company's clothing.
What does your logo look like? What typeface do you communicate in? What colors are you using? How do your business cards, stationery and packaging feel? For example, what is the texture of the paper? Is it rough or smooth? What experience does your customer have when they go to your website or see your posts on social media? All of this influences the emotions you want to evoke in your customers.
Photo by lilschk