How To Establish Your Brand

Branding is NOT the ingredients which you use to support or build your brand.

Your Logo is not your brand. Your Value Proposition is not your brand. Your catch slogan is not your brand. The sign outside your office is not your brand. The design of your website is not your brand. These may help you in supporting your brand (and may not) - they may even make the difference in whether you have a brand or not - but they are merely tools to help you promote your brand.

Your brand is the long-term mental impression which your public has of you. What they remember about how you treated them, what they remember about the goods or services which you sold them, their overall impression of their experience in interacting with you.

Brad VanAuken wrote a good checklist to help you in your efforts to promote your brand in the minds of your public.