What is Branding?
When you think of a “brand,” what’s the first thing you think of? Probably a logo, right? An enduring, unique, and instantly recognizable visual element that represents a company — like the Starbucks logo. It doesn’t even say “Starbucks” anymore, that’s how recognizable it is! But a brand is so much more than a logo.
A brand is your company’s heart, soul, and personality. It’s how your company shows up in the world in a visual sense (yes, that means your logo, but also fonts, colors, and any other visual elements you may use frequently like shapes or icons), and also how your company speaks (tonality and phrases) and what your company stands for (integrity? environmental conservation? racial equality?).
A logo without a personality (brand) is like a human without a brain ~ maybe pretty to look at, but lacking substance! And like humans with brains, the personality of your business is what makes your company different, makes it stand out amongst the competition. Because you’re not just a photographer, you’re a photographer who loves dogs and 80s music, which you’re known for blasting during photoshoots to loosen up your clients and get them dancing. You’re not just a hairstylist, you’re a hairstylist who specializes in vibrant color balayage and runs an eco-friendly, zero-waste salon. You’re not just a new age gift shop, you’re a tea lover, healer, and you have a parrot familiar who greets your customers and hexes anyone who steals from you (uhhh, if you are, please get in touch because we need to work together!)
What I mean is, your business is more than just the logo and more than just the services you offer – it’s the why and how of those services, too. It’s your reason for being in business and the client or customer experience you offer. It’s the thank you gifts you send every November or the fact that you donate 1% of every client project or every purchase to environmental causes. You are the heart and soul and personality of your company. Let’s work together to bring that out into the world. Book a free 30-minute Discovery Session with me to see if we’d be a good fit!
