While' branding' may have arisen as a way to tell one person's cattle from another using a long piece of hot metal with a special design at one end of it, there’s much more to a brand than just a logo. A 'brand' in the modern sense is built on expectation and experience. In its simplest form, it is the associations' people make when they see, hear or think of your company, product or service. 'Your brand is what other people say about you when you’re not in the room.' - Jeff Bezos