t’s not uncommon for our clients to associate the worth of their brand with the quality and impact of their visual assets. Brand components such as logos and visual designs should convey aspects of your brand’s personality, but they don’t exhaust the equity you’ve worked hard to establish. Before you can measure the effectiveness of your brand and put it to work for the good of your business, you need to appreciate its intangible scope. Let’s consider a few key characteristics of brand before reflecting on how to approach a brand-building exercise.