What is branding? It’s probably not what you’re thinking


Pop quiz — how do you define branding?

The first thing that comes to mind is probably a logo. When most people think of branding, they think of the visual representation.

But that’s just one small part of your brand.

Every organization or product creates an impression in the mind of the audiences it interacts with. This impression is your brand.

Your brand is more than your logo. It’s what your clients say about you. It’s the adjectives people use to describe your services. It’s the way people feel about your business.


By designing the uniformity in the look and feel of your brand’s marketing, you encourage alignment of your audience’s perspectives with your own mission, vision, values, and perspectives. In other words, your brand helps your audience understand you.

Your overall brand is made up of seven main categories that work together. Here’s a quick rundown:

Core Values
The core values of your brand are less about what you offer and more about your brand as a whole. It is what your brand stands for. These values should guide your overall message and help you in decision-making.

Your Unique Offer
What about your offer makes you stand out? By clarifying what makes you unique, it will not only be easier for people to buy from you, but easier for you to sell yourself, too.

Dream Customers
Your dream customer is that one customer that you just “click” with. They value your expertise and creative opinion while also providing feedback that helps your working relationship move forward. They have the budget to pay you and understand the value of the investment.

Position Statement
Your brand position statement is what sets you apart from competitors by stating how you will uniquely solve your dream customer’s problem. It should guide your decision-making when working in your business and promoting your brand.

The logo is what your dream customer will see and identify your brand with. A logo should relate what the business does, who it helps, and be quickly recognizable. 

Brand Colors
Using a specific set of brand colors helps with consistency throughout your brand as well as tell a certain story. Color evokes emotion and when used correctly you can make your customers feel the way you want with the right colors.

Grab the free Brand Color Guide here to see what feelings your brand’s colors create.

Typography is more than just letters on a page. Its purpose is to not only be pleasing to the eye, but also to be legible and get across the message of your brand’s voice.

There’s a lot that goes into creating a successful brand that attracts the right people to your business. All these pieces work together to create a lasting impression on your audience.