Branding legend Marty Neumeier defines a brand as "a person's gut feeling about a product, service or organization". If a brand were an equation, it would be [POSITIONING + PERSONALITY + PRESENTATION] x REACTION = BRAND. There are factors we control, and factors controlled by our audience. If we are creating a brand with no thought to how our audience is receiving it, our brand will fall flat. A brand is not what you say it is, but what other people say it is. It is part strategy and part market reaction.