Visual style and logos etc. are the obvious brand signs, but true branding goes much deeper. A brand should align with the culture and characteristics of your business;
- Company aims and beliefs
- Features and Strengths of Products and Services
- Positioning in the market, where you sell and your competitors
Ford for example, don’t sell exclusivity, they want a wide audience, a current slogan is “A Vehicle For Every Lifestyle.” BMW in comparison use “Award Winning Luxury New Cars” on their AdWords entry, clearly aiming for the premium market only.