Branding isn’t your logo. Branding is everything you are putting out into the world in regards to your company, and works to build recognition, loyalty, and trust.
Visually, it does include the logo, but, it also includes how you tweet, and what your sidebar graphics look like on your blog, and whether or not your images have a lot white space in them, and so on. Outside of visuals it includes understanding what your mission is, where you want your company to go, and who you serve. Most importantly, it all ties together in a cohesive and memorable way.
Branding plants “seeds of expectation” in the minds of ideal clients and customers.
When marketing professionals ask, “How do you want to brand this product or service?” what they are really asking is: How do you want your audience to think about that product or service?
This is why a brand is a promise. It’s an expectation of an experience.
Coca-Cola better be “the real thing.”
Miller Lite Beer better be, “less filling and tastes great.”
Bounty paper towels better be the “quicker-picker-upper.”
Visual Appeal better “Energize Your Message.”