What Is Branding, Really?

Let’s clear up the misconception. Branding is not just your logo, mission, vision, values, image, or packaging. It’s not any individual visual element. So, what is branding?

Branding: The Heartbeat

Branding is the continuous process of creating and influencing customer perception, whether verbally or visually. It’s the story you tell, the experience you create, and the values you communicate. Branding is how you make people think and feel about what you do or sell.

Brand Identity: The Visual and Verbal Expression

Brand identity, on the other hand, is the collection of all visual and verbal elements that represent your brand. It’s your logo, colors, typography, imagery, tone of voice—everything that gives your brand its personality. It’s the tangible, creative elements that are designed to convey the essence of your brand to your audience. Think of brand identity as the "face" of your brand.

The Brand: The Perception

The brand itself is the perception and reputation your business holds in the minds of consumers. Let's think of it as the sum of all interactions, experiences, and impressions that people have with your business. Your brand is how people perceive you based on the branding and brand identity you’ve created.

The Misconception

When people say, "Your branding looks good" or “Stick to your branding for a consistent social media feed” what they are often referring to is your brand identity. True branding goes beyond visuals; it’s about the entire customer experience. It’s how your customer service responds to inquiries, how your product or service delivers on its promises, and how consistent and authentic your communications are.

Why It Matters

Understanding the difference between branding, brand identity, and the brand itself is important. It ensures you see the bigger picture beyond aesthetics, focusing on the overall customer experience and perception. Successful branding isn’t just about looking good—it's about making a lasting, positive impact that sticks with your audience.

So, next time you think about your branding, remember—it’s not just about the visuals. It’s about the entire experience you create and how you shape your customers’ perceptions in every interaction.