What Do We Mean By "Brand"?

Branding makes up all the spoken and unspoken signals about who you serve, how you operate, and how you’re different from everything else out there. All together, that’s the brand.

I like to think of brand marketing as branding gone outbound, involving outward-facing campaigns that drive conversation and action so that the audience better recognizes the product and understands its identity.

Branding is often associated with logos and guidelines—visuals, tone, and style—but really it’s a holistic concept that encompasses a company’s public facing element

You have a brand (e.g. perceptions, associations, a reputation) whether you’re building it with intention or not.