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Brand
What people say about your business when you are not in the room. The trust earned over time, not the logo.
Example
A friend asks where to buy running shoes. Without thinking, you say 'Nike' even though three other brands sell good shoes too. Nike's logo did not say that for you. The cumulative effect of every Nike ad, athlete, and shoe you have ever seen did.
How it fits in
Brand is the cumulative result of every interaction a customer has had with the business: what they bought, how they were treated, what they heard from other customers. A good logo helps a brand express itself, but it cannot manufacture the trust the brand is built on. That comes from doing the work over time and keeping the promises the marketing made.
Where this is taught
Related terms
Someone who builds a product or service to solve a real problem and tries to make it pay for itself and grow.
A short, honest sentence that names who you help, what problem you solve, and why your way is better.
The smallest version of an idea that is real enough for someone to actually use it and tell you the truth about it.