A common question when you are starting a business. It's an visual identity, similar to the clothes you wear or language you speak.
A brand makes a promise that you will fulfill consumers perceptions and expectations. A good question is "who is a brand?" It has a persona, consumers will judge a brand like they judge a person, their personality and appearance.
Once you have a brand for your company, we need to look at the brand elements. These are the tangible parts, the ones you see and touch and hear. The logo, the message and the packaging. All of these elements must work together and must be consistently communicated.
The bottom-line is that the brand needs to be clear, reliable and believable to anyone who encounters it, consumers and employees.