While brand seems to be a common term thrown around by marketing professionals, there is not always a deep understanding of what it means from upper management. Brand is not just a logo and a tagline.
Brand is a promise that you make to your customers about the experience, service or the product you offer. If you do not have a way to distinguish your product, your logo and tagline will not resonate with your customers. Your brand will not have staying power.
If you don’t know what your customers think of your product, you better find out. It is central to defining or re-defining your brand.