A Brand is the Meaning People Attach to a Business A brand is the identity, reputation, and emotional impression connected to a business, product, service, or person. It includes visible elements like a name, logo, colors, and packaging. It also includes less visible aspects such as tone of voice, customer service, product quality, values, and public reputation. A useful way to understand it is this: A brand is what people think and feel when they hear the name of a business.