There are so many definitions of what "brand" actually is. We like to think of it as a personality with purpose.
Think of any company or business you are familiar with. Which celebrity or character best matches their personality and purpose?
This is one of the best ways to quickly define what a brand aims to be, what it stands for, who it attracts and where it excels.
Those that are aware of their celebrity or character can quickly understand who they aim to be.
Translating the desired personality and purpose into consistent visuals, story-telling, messaging and advertising is where you come in.