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Though a brand is oftentimes mistaken as a variety of different things, it’s important to
understand its ambiguous nature. A brand is not simply the logo, nor the visual identity. A brand is not the product, the service, the slogan or the advertising campaign. A brand is not even controlled by the entity behind it. Rather, a brand is a collection of perceptions that reside in the mind of the public. It is the gut feeling a customer/consumer/constituent has about your company (thus, your brand). While you may not have direct control over your brand, you most certainly are its steward.
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