Understand branding in 3 minutes

A successful brand starts with being able to understand what branding actually is and appreciating why it’s so powerful. If you want success and longevity, knowing your brand in depth and having a brand strategy in place is essential.

So what is branding?
I believe there is a common misconception about what branding is.

It’s often used incorrectly and very loosely in business. For example, somebody might say: “can you put our brand on that banner?”, or “we would like a branded flyer”. Yet what they actually mean is: “can you put the logo and visuals on that banner/flyer?”.

Branding is so much more than the logo or any visual element…


Branding is what people think, say and feel about you.

It’s a personal opinion based on what others see and hear, and what they might tell their friends about you. It’s how they react to not only the initial look of your company, but also the deeper and more detailed aspects around HOW you go about your business.

Every single decision you make will affect your brand image.

Your name, your product benefits compared to competitors, how you look, the words you use, events you choose to run or take part in, posts you share and blogs you write, where and how you advertise… all influence your brand in the eyes of your customers.

They are all key elements within branding, as they have an effect on how someone else feels about your business.

Of course, everyone’s perception is different. This is why it’s so important to fully understand your audience and make decisions based on what will support their positive perception of you.


So what can I do?
The good news is it’s never too late to start delving deeper into your brand. As a first step, ask yourself the following:

  • Are your brand goals, personality & values a key part of your business decision making?
  • Are you actively considering what your brand stands for in the eyes of your customers?
  • Are you communicating who you really are as a company?

Don’t worry if you don’t know the answer to these. It may be a good time to start uncovering these truths.


I help businesses like yours uncover who they really are as a brand, and how to communicate that to your audience.

If you’d like some support through this process, I’m here to help. Please call or email me and I’d be more than happy to discuss it with you.

Good luck with your branding journey!