What Do We Mean By "Brand"?

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

Let’s define (brand, branding, and brand marketing):

1. Everything about your business that a prospect or customer sees makes up your branding. You actively control this.


2. How you choose to get that “everything” to the prospect or customer is your brand marketing. You actively control this.


3. Everything a prospect or customer thinks about you is your bra

... See more

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.

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