What even is branding?

Great question! This can be tricky to define. But here is my take! 

There is also a difference between a “brand” and “branding”. I know right! Like we were not already confused enough.

Let’s first talk about what a “brand” is - and there are so many differing opinions about this. Most people immediately think of a brand as a logo, or a physical mark. But I like to think of it as the emotional “mark” you have on your audience. Not what YOU say your brand is - but what your audience feels, thinks and says about your business when you are not there. 

Marty Neumeier (a best-selling author who I like) explains a brand as a person’s gut feeling about a product, service or business. It’s in their heads and in their hearts. Which I think is a beautiful definition. 

I like to also think of a brand as that hard-to-pin-down feeling that makes someone a loyal follower. You know the one right? You probably have that same hard to pin feeling about some brands you love - but it makes you not want to look away. It makes you feel seen, heard and like you are a part of something.

It might be an accumulation of a lot of lovely intangible things, which actually may have nothing to do with the product or service on offer. Because it is all about how the brand makes people feel. 

Now let’s talk about “branding”. If a “brand” is what other people say about you, then I see “branding” as all the things you can actively do to create & influence that feeling they get. To create that beautiful emotional connection that we all crave. This includes your visual identity (logos, colours, patterns, typography) but also your tone of voice, your brand personality, your brand experience, and the way you stay consistent to the strategy.

What I also love about branding is that it gives your business an identity - which includes a heart, a personality and a voice. Almost like it is a real living human. It gives your audience something to relate to and connect with, beyond the product or service they’re actually purchasing. How cool huh. 

Keen to know your brand heart? Get in touch, I will love to hear about your biz.