Branding is not a logo. A logo is a very useful tool for a business, but it's not the brand. It's a symbol of the brand. A brand is a result. A customer's gut feeling about a product, service, or company. It ends up in their heads, in their hearts. They take whatever raw materials you throw at them and they make something out of it, they're making it. They're creating it. In a sense when you create a brand you're not creating one brand, you're creating millions of brands. However many customers in your audience. Each one has a different brand of you acting more like a reputation. What reputation has your brand created?