What the heck is branding anyway?

When talking with people about what I do I often get asked “What do you guys mean by brand development? What is that? A logo?” It can certainly include the logo as a facet of a business’ brand and yet it is a whole lot more.  Successful branding helps a company differentiate themselves through various means. A logo or symbol often evokes the company’s identity but that is the surface recognition.  A company that is successful in branding themselves communicates beyond the logo or ad jingle and taps into the emotions that users have in dealing with the company. After...