Brand

A brand can be broken down into a few components:

The identity of the brand is expressed in its logo, typography, color palette, packaging, and retail environment. 

The tone of the brand is expressed in the attitude of the copy, voice-over, or composition of the layout.

The values of the brand are expressed in the channels the brand's messaging is communicated in, the associations or partnerships it fosters, and the processes the brand uses to do business (think recycling for environmental values, or charities the brand donates to for social or cultural values).

Exert from 'Creative Strategy and the Business of Design' by Douglas Davis.