A brand is the perception formed in the audience’s mind about a company, person or idea. This perception is the culmination of the logo, visuals, identity program, messages, products and actions. The designer doesn’t make a brand. Only the audience can do this. The designer’s role is to create one of the most important aspects of the brand—the logo or brand identity system. A logo can’t make a bad product or company better, but a well-designed identity will help position a product or company to realize its full potential.