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Brand is a nebulous characteristic ... hard to explain but easy to recognize. When I say, "Golden Arches" ... what do you think of? McDonald's has carefully crafted and nurtured that aspect of their brand. It is recognizable even without words. If I were to start humming the tune to "Sweet Georgia Brown" would you think of the Harlem Globe Trotters. Very likely ... they've made that their signature tune. Target practically owns the color red ... especially when its in a circle. When there's an emergency, who brings in the medical aid? Red Cross. Their reputation is a part of their brand. I hope you can see from these examples that brand can be communicated in numerous ways ... sight, sound and symbol. Keep this in mind as you build your brand.