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What is Branding? & How Do You Develop Your Brand Identity?



What Is A Brand?


Your brand is how your company is perceived by others. Everything that your customer sees, hears, or feels (emotionally and physically) is apart of your brand. It’s how you tell your story to make others believe a certain truth about your business.


“A brand is the holistic sum of customers experience composed of visual, tonal and behavioral brand components many are which reshaped by interaction design” — Kat Kaplan

Your brand consists of your mission, visions and values. It’s what sets you apart from all the other businesses that are doing the same thing you do. If your audience feels a stronger connection from you rather than the others, they are more likely to buy from you than your competitor. People might not always remember your name, but they will always remember how you made them feel.


People might not always remember your name but they will always remember how you made them feel.

Take a moment and think about your favorite store: Why do you shop there?


Take Apple for example, although there are so many people debating the new androids are better than the iPhone, the average person will most likely go into the Apple store and be drawn to buy all of their products. Why? Because every one of their products, even their stores work together to give you (the client) a feel of luxury. They have always carried the same imagination, design and innovation tone since they first began.


Laying the Foundation


To begin developing your brand you must first ask yourself a series of questions to find out: What are your company’s values and goals.


Key Questions:


  1. What is the vision I have for my business?

  2. What is the mission of my business?

  3. What are the values for which drive my business?

  4. What am I offering?

  5. Who do I want to work with?

  6. Who are my competitors and what makes me unique?


Identifying the core values of your business is important because it will guide all of your other decisions when it comes to how you show up, how you market, how you network, etc. After you lay the foundations, it is then time to develop your brand identity, which is how your message is displayed across all platforms.


A consistent brand identity is a powerful way for you to stand out. This can happen through the use of your logo, website, social media, print collateral, and any other visuals related to your business. Establishing a cohesive look helps build trust and allows your clients and future clients to always recognize you.

Paying attention to the visuals you create for your brand can form a deeper and longer lasting connection with your audience.


Visuals you need to ensure your brand experience is consistent and cohesive?


  1. Logo

  2. Font choices

  3. Color palette

  4. Photography

  5. Patterns, Icons, Illustrations (optional)


After you have defined your visual identity, you will then use these items to develop your marketing materials from your business cards, website, products and collateral.


Click here to download our brand identity checklist!


Lets Chat!

  • Tell me which part of branding seems to be the most difficult?

  • Is there any part that still doesn’t click with you?

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