Branding is not something you can see or hear.
A brand is the perception that a consumer has of you.
Branding is the steps you take to create that perception.
Take for example: NatWest
Natwest have a long standing advertising campaign with the catch phrase: Helpful Banking
That in it's self is just a few words. However, it's about more than that.
Staff members in branches should be helpful and courteous.
Customer support should be helpful.
Language used is always positive and polite.
Advertising should focus on being friendly.
Social Media should share stories about them doing things in a friendly way and helping people.
Those initial few words are not the brand, but the overall idea is to take actions and approaches, that make customers believe that they are very helpful and nice to deal with. And this approach is re-enforced across the whole company in multiple ways. Thus the perception of them being helpful is a brand.
