Once you understand that a brand is an overall customer perception, not just a logo on a business card, you can understand how important it is to manage that perception.
Branding, Part 1: Let’s start at the beginning
11.9.09What is a brand, anyway?
Just as you’re more than the clothes you wear, or the job you do, or the house you live in, your brand is more than a logo, a website, or a CEO’s vision. A brand is an overall perception of a company by a customer—and like an opinion about a person, it can be positive or negative.