That said, it is, of course, something that people (like me) ‘do‘ for a living and specialise in, in one form or another.
Some of those people may come at the idea of ‘brand’ from a visual point of view (graphic designers) and focus on how it looks (however, if they tell you that’s is and your ‘logo’ is your branding they are (very) wrong). Others will look at Brand(ing) as part of the marketing and perhaps advertising that takes place within a company (they are also wrong on a fundamental level if they don’t see the bigger picture).
Each of these people is hopefully at least ‘expert’ in their field and therefore it would be fair to assume they DO know the real meaning of Branding – And, if they do, it will cost you to get at that knowledge, because as you’ve no doubt heard at some point”Knowledge IS power”. That implies that at the very basic level there must be some rules or at the very least conditions to be set that make ‘branding’ outside the sphere of most peoples day to day work.
Experts will know that Branding is more to do with the idea that YOUR CUSTOMER holds THEIR mind about your product or service. No more. No less.