On what a brand is. And what a brand is not.

tools of the COPYwriter's trade: Pencil and pencil sharpener

These days, you hear the word “brand” used a lot of different ways.

Some people think a brand refers to a company. Others think a brand is the company’s product or service. And still others think you have a brand when you have a logo, tagline or package.

All of those things—company, product, service and branding signals—are clearly related to a brand, but they don’t quite hit the mark.

That’s because a brand isn’t a physical thing. It’s nothing you can touch. Or see. Or hear. Or taste. Or smell.

A brand exists in your mind.

It’s a group of mental associations, expectations and emotions. Together, they add up to a promise. And that promise connects a company or product or service to a consumer.

With a strong brand, thousands or millions of people believe in the same promise, and completely trust that the brand promise will be fulfilled.