Branding isn’t your company name.
It’s not a tag line. It’s not a logo.
Branding is just another name for creating a perception.
When marketers ask, “How do we want to brand this product?” what they’re really asking is how they want their audience to think about that product once it comes to market.
A brand is a promise. It’s an expectation of an experience.
The company and tag line and logo and brand colors only exist to call that experience to mind.