"Brand" is a fascinating word. It carries so much meaning but is also incredibly misunderstood. A lot of people respond that a brand is your logo and website when asked this question. Those are just expressions of a brand. The brand itself is a deeper story. A brand is an identity, or reputation. A GOOD brand is one that is a story other people want to associate themselves with. A PREMIUM brand is one that other people will pay A LOT of money to associate themselves with. The goal of BRANDING then, is to intentionally create a story that attracts the right kind of people for your work.