What is a brand?

When people ask what I do, I used to tell them I’m a brand expert. Most of the time, they nod like they know what it is, we move onto another topic, and a few minutes later they say — “Wait. So, what exactly is branding?” I think it’s safe to say that most people don’t know, and I don’t blame them for it one bit. Many people define it by what it isn’t — “it isn’t just a logo” or “it isn’t just graphic design.” They’re right, but that doesn’t help people understand what it actually is.