What is a brand?

I asked if they were looking at a rebrand. He said they have recently done this and at the end of last year, they did a new logo. I said oh ok, you know a brand is more than a logo? 

So what is a brand if it is not just a logo?

As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room”.

Other definitions talk about brands being a gut instinct in the customers mind. How does your brand make someone feel?

Great brands such as Nike, Apple and Virgin have very clear values, purpose and market position. Then importantly they remain consistent with who they are and what they stand for. 

Customers then connect with those values the brand stands for and they join the tribe.

So a brand is not just a logo.