Branding is the most misunderstood concept in marketing today. Despite what many digital and design agencies will tell you, a brand is not a logo and colour palette and a lame slogan. A brand is the combination of values and feelings your customer experiences when she sees or hears your brand name. A brand is created over time as new customers sample your product or service, or experience your customer service, and form an opinion of it. In short, you build a brand by getting people to try your product. You don't get people to buy your product by 'branding'.