Many people have a misunderstanding of what the word "brand" really means. A majority of people think that a brand is a company's logo and visual appearance, and they are partially correct, but the part that they are leaving out can be the difference between great success and a slow trickling business. If hypothetically, a brand was just the logo and visuals of a company such as brochures, business cards and the website, then why would big companies spend millions of dollars per year on items such as brand strategy, promotional campaigns and sponsorships? These are not just random ideas or ways for them to get rid of some of their money, it's all part of their big picture.
The best way to explain a brand that everyone will understand is it’s a business' reputation. Do you want your company to appear more friendly and open? Use bright colors in your design and host events to bring people in without the pressure of selling. Want a company that will appear more high end and exclusive? Create member programs that require some effort while still benefitting the customer and use darker colors on a simple yet visually impactful website.
A good place to start on this process is with who your target audience is and what you want your company to stand for. What are you really trying to accomplish or sell and who will want to give you their hard earned money for it? Once that is established, make sure that this theme is carried out throughout your entire company, including the design. The power of a brand doesn't come from a great logo, it comes from making a logo stand for something great.