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First Things First: What Is a Brand? A brand is NOT a logo. Or a tagline. Or an identity system. A brand is an expectation of experience and a promise delivered. It’s the perception others have about your company – its people, culture, products and services. Your company builds its brand, or rather the perception of its brand, with every customer contact, planned or unplanned. Every interaction, no matter how insignificant, shapes your brand’s perception and drives your customers’ behavior. Rebranding is about taking control of what your audiences think – and say – about your brand.