A BRAND IS MORE THAN A NAME AND LOGO

BY STELLA GIANOTTO, 3 SEPTEMBER 2018

Before we can start with what branding actually is, let’s understand what branding is NOT… Branding is not a logo that your printer quickly “whipped up” because you needed some business cards.

Branding is not the product that you package up to sell in your retail store.

And, branding is not a piece of advertising or some type of marketing you do, when you have time to do it.

A brand is more than a name and logo.

The actual definition of “Branding” (defined as a mark, a visual symbol or trademark) is the symbol that represents the emotional relationship that your business has with your target audience. In other words, a brand then, is what the consumer actually thinks of, and experiences, when they buy from you.

Simply stated, the image that your customer buys from you is what your brand actually is. This is more important than what your business makes or offers as a service and is much more than a name or a pretty logo.

We talk about the importance of branding, but most people are often confused about why branding is so important in business.

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ANGELA HENDERSON A SMALL BUSINESS CONSULTANT, AUTHOR, ENTREPRENEUR, BLOGGER, MENTAL HEALTH CLINICIAN (15+ YEARS’ EXPERIENCE WITH A MASTER OF SOCIAL WORK DEGREE) AND MOST IMPORTANTLY A MOTHER. SHE HELP’S SMALL BUSINESS OWNERS NAVIGATE THE CHALLENGES OF BUILDING A SUCCESSFUL BUSINESS WHILE MAINTAINING A LIFE.
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