You might have a product. You might have a name, a logo, some ads, promotions, a PR campaign and social media strategy.
None of that guarantees you have a brand.
Brands exist solely in the minds of people who care about the products or services they represent.
If people aren't thinking about your brand – if people don't care about your brand – you don't have a brand.
So when you set out to build your brand, don't just give people a reason to believe.
Give them a reason to care.