The term “Branding” is trending, and if you’re a small business owner, chances are you’ve heard it, and you know you need it for your business. You also might be wondering what the heck branding even is.

Don’t worry friend, you’re not alone.

In fact, most of my first-time clients define branding as “just a logo” or “a nice website”, but branding is so much more than that!

What is Branding?

A quick search for “What is Branding?” on Google generates over 10 billion results, and while sifting through those links for days sounds SUPER fun, I thought it would be helpful to give 3 simple examples of what branding is.

Branding is your business’s unique personality.

It is more than just a visual brand identification. Branding refers to how a business looks, how it communicates, how it feels, acts…etc.

Branding is your business’s reputation.

Are people talking about your business? If so, what are they saying behind your back? Is it positive or negative?

Branding is your client’s experience.

People are quick to judge your business based on your visual brand alone. Make sure that your brand identity continues to be represented well by how you/your employees interact with your clients.

You see, branding isn’t just a logo. It includes EVERYTHING that encompasses how your business is represented. And, yes, it’s kind of a BFD.

Take Apple for example. Maybe you have seen their advertisements or stepped into a store to check them out first hand. What stood out to you the most? I bet it wasn’t their logo… Apple is a successful company not just for their visual identity, but by how they are consistent with their overall branding. We recognize their commercials before their business name is even revealed due to their “business’s unique personality”. Time spent in their store is streamlined much like their products and offers a “unique client experience”. They own the slogan “Think Different” and apply it to each touchpoint of their business with purpose.  This is why they not only have successful brand recognition but are one of the most successful companies in the world.

So, what does branding include?

Of course, when working on a client’s branding, visual elements will be produced. This includes custom logo design, business cards and other stationery items, promotional graphics whether print or digital format, and even a website.

But before any design work can happen, we must first understand the needs and desires of the company, so we can collaborate to produce artwork that best represents the company’s mission. Together we’ll define the ideal audience, create a unique personality for the business and work to bring the brand mission to life through visual aesthetics.

I know what you’re thinking…it’s A LOT.

Fear not friend. While branding DOES include everything that represents your business (no pressure), when done well, it can create heaps of success. Well branded companies are visually appealing and give a clear understanding of their mission. They attract their ideal audience through their unique business personality and have a high percentage of client returns by creating an amazing client experience.