Your brand does not belong to you. It exists in the heads of your clients and prospects. You create that brand through multiple, parallel contacts with customers and prospects. In the consumer world, these branding activities include advertising, packaging, retail channels, and customer service.
Some people equate their brand with their logo.
The two are not the same. A logo is a graphic, to be used in all forms of communication with clients and prospects. However, branding is far more than logo management. If you do not manage your brand, you get the accidental brand which consists of the unmanaged experiences of your customers and prospects coupled with the manipulation of your brand in the minds of your customers and prospects by your competitors. Market research is an ideal adjunct to brand management.