What is a brand? It is more than just a name or a logo, it is how you are known, why and how you are known to others. Sometimes branding can be in the form of slight changes to a company name, or logo, or website, even vehicles. But branding is far beyond these changes. Branding should get as deep into your operations as possible, because sometimes businesses gain a negative reputation not because of colors and logos, but a tardy and moody employee. In these cases, you would think that you would be able to see it, but in most cases, the issue is hidden from your ears and eyes.