A brand is a combination of the name, slogan and logo that is used to help identify a company or its products to a potential customer. Here's what your company's branding should be able to do: Deliver your business's message or explain its products. Connect your products and services with customers.
Brand purpose is the reason for the brand to exist beyond making money. If you want a really powerful brand purpose.
Brand positioning is defined as the conceptual place you want to own in the target consumer's mind.
A brand promise is a value or experience a company's customers can expect to receive every single time they interact with that company.
Brand personality is a set of human characteristics that are attributed to a brand name.