A brand is the identity of a business no matter what form it takes whether it’s a slogan, logo, colour scheme or music. For huge multinationals such as Coca-Cola the brand can be extremely valuable. The identify of a business is defined through it’s brand by achieving consistent styles and colours and even tone of communication which is consistent with the brand the business is trying to establish.
Many consumers will associate a logo as being the most important part of a brand as it is often the most used and the most visible – it often appears on all communications and paperwork relating to that business. Other more subtle elements like colour, tone and slogan can be just as important as they give more opportunity for the business to establish its ethos and key messages in consumers’ minds.