What branding isn't:

1. Awareness

2. Association

3. Anything to do with barn-yard animals

You meet a group of new friends at a party, one of whom you find you get along with. He (or she) likes to look good, is funny, gets along well with everybody and has some really great stories. During the evening this person talks about a restaurant in town that was absolutely brilliant. The next time your parents visit, they'll want you to take them somewhere with ambiance but not too much loud music. They want to be in a place with funky people and great eye-candy.

You'll know exactly where to take them. You liked the way that guy/girl at the party thinks and you know that if you take your parents to that restaurant, you'll be scoring points. Why all this trust if you don't really know anything about this person? Why would you take that chance even though you're potentially walking blind?

Branding: It's the bit you can't quite pin-down or measure, but you know it's there and you like it.