So You Want to Build a Brand? Here's What You Need to Understand. - Inside Intercom

Brand is the emotional connection you establish with your customers and those whom you would like to become customers.

Your brand is not your logo. Your brand is not an identity system. These items are all important identifiers of your brand, but they are not the brand itself. Your brand is actually much more than that. It’s how people “feel” when they visit your website or read one of your tweets or emails.

Values stand at the very core of your brand.

“Your brand is what people say about you after you leave the room.” – Jeff Bezos, Amazon

“To me, marketing is about values. This is a very complicated world, it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.” — Steve Jobs