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Branding is often confused with logo design, identity design, or typography, but it is none of those things. A logo is just a symbol for the brand, not the brand itself. A brand is also not a product, but rather a promise that a company makes to its customers. Advertising professionals may say that branding is the sum of all impressions a company makes on its audience, but that is not entirely accurate. Branding is more about the promise a company makes and the overall experience it provides to customers.