What is a brand? And how is it different from a logo? It’s not a stupid question. Even designers and agencies seem to be confused about this critical distinction, so I’m not surprised when clients are confused.

Often when clients refer to “our brand” they are talking about their logo, not their brand. And a number of designers, agencies, web developers, marketing firms, and public relations firms claim they “do branding,” but more often than not they’re actually referring to logo design.

So what is a brand?

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