---
title: What Is a Brand?
description: A brand is NOT a logotype, it is NOT an identity manual, and it is NOT a product. - So, what then is a brand?
image: https://www.expressogroup.com/hubfs/682d78_3df598f237b645c4b3e95bb6e4f03187_mv2.png
---

# What Is a Brand?

[Karin Wallström Nordén](https://www.expressogroup.com/en-gb/blogg/author/karin-wallström-nordén) •  October 26, 2021

A brand is NOT a logotype, it is NOT an identity manual, and it is NOT a product. - So, what then is a brand?

Expresso Group defines the brand as the GUT FEELING about a company, product, software, solution, service, or individual. It is a gut feeling because people are emotional, intuitive beings - no matter in their professional life or in their private life.

A brand is a gut feeling, because a brand is equal to what emotions and associations we get when interacting with a brand shape our perception of the brand, thus our:

- •Willingness to pay for added brand value 
- •Willingness to promote the brand to others
- •Willingness to become a recurring customer

![682d78_3df598f237b645c4b3e95bb6e4f03187_mv2](https://www.expressogroup.com/hs-fs/hubfs/682d78_3df598f237b645c4b3e95bb6e4f03187_mv2.png?width=686&name=682d78_3df598f237b645c4b3e95bb6e4f03187_mv2.png)

How is your brand being perceived? Reach out to find out!

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