Definition 1:

A brand is the sum total of all conclusions and emotional closures that real people come to in their minds and hearts, after making contact with you, your staff, your product, your web site, your mobile services etc.

Definition 2:

A brand is the meaning produced from all experiences associated with a Name. The Brand Name.

Example 1:

The conclusions or meaning produced by real people after interacting with various people, products and services you offer could be, that your Brand is:

In Essence
Connected
Fast
Friendly
Fun
Approachable
Vital

It's role in my lifestyle
Your brand supports the way I express myself when I ... (do something specific)

It's place in my life-world
What part of my world is constructed and invigorated by your Brand. How does your brand help to position me in the world?

None of these conclusions can be explicitly communicated as propositions or "truth" statements. Real people must produce them by themselves. All the design team and the management team can do, is hint and perform.

If this makes sense to you, let's chat: http://think-a-doo.net/contact or click on Brand Centric design below to continue reading.