Tools and insights to help you define your branding needs

What is Branding?

Now that we’ve discussed what a brand is, the act of branding getting your audience to resonate and associate with your brand. Branding is more than a logo, website or a few social media posts. Branding is how you feel, how you make your audience feel, how you sound, what you do and what you stand for.


Many companies associate branding with marketing. But branding and marketing are like second cousins. Marketing involves the steps you take to engage your audience to buy your product or join your community. Branding is the action verb for defining your company, outlining your purpose, aligning your look and feel with your voice and tone. 


But let’s be clear. Once your brand is established and you’ve outlined essentials like target audience, values, mission, products, services, everything you do thereafter is branding. The way you converse about your brand, the vendors and partners you align with, the way you share your business on social media—it’s all branding.

What is a Personal Brand?

A personal brand is your individual story, what you stand for, believe in, the values you embrace and how you communicate those values. Your personal brand should highlight your principles, strengths and speak to your target audience or potential tribe of supporters or followers.

Personal brands are very similar to a corporate brand in that you must express your value to customers and distinguish yourself from competitors. Both corporate and personal brands are unique identities, that thrive when they show clear value to consumers or clients.

What is a Brand?

Back in the day,  a brand was considered to be a logo, a product, or some sort of identifier or physical mark on a product or service. Today, the word brand implies a wholistic interpretation, it is the sum of the well-thought-out plan, characterized guidelines, goals, and objectives that are fueled by your target audience. Brands are concepts or ideas that provoke emotions and mental associations the can be imprinted in society for generations.


Balancing the harmony between brand owner and consumer is determined by every touchpoint. The journey makes for infinite possibilities constantly defined and redefined by brand owners and their understanding of the consumers who love their brands.

What is Brand Discovery?

Brand discovery is about establishing, brand authenticity. It’s your own research project  designed to answer these questions:


Who we are?

Whom do we say we are?

What do outsiders say we are?

With strategic methods from focus groups, in-depth competitor analysis, to auditing existing materials or surveys you can embark on a journey to build the foundation for your brand. You wouldn’t build your house on unsteady ground, your brand should be treated with the same care.

What is Brand Identity?

You hear the word branding and it all sounds the same. Brand identity is the image you present to your audience and consumers. It creates a positive user experience and it includes your logo, color palette, collateral and is the consistency between your visuals and messaging. Your brand identity should evoke emotions while allowing you to understand how your consumers feel.

What is Brand Positioning?

Brand positioning is how your brand appears in the market. After conducting a comprehensive competitive analysis you can start to imagine how you will make your brand stand out by highlighting positive differences. During the positioning process, you’ll establish what makes consumers tell their friends about you and what you need to do to continue to keep them loyal and engaged. While brand identity and brand positioning are closely related, understanding your brand’s position in the market is the first step, before you embark on the visual design journey.

What is Brand Strategy and Why do I Need it?

Once you understand your brand based on the findings from your brand discovery exercises it’s time to get into strategy mode. Brand strategy is the blueprint that provides, guidance and purpose as to why you are engaging your audience. Your messaging, where and how you communicate it to the audience is what makes your brand unique. Remember, a cohesive brand strategy is a foundation, to establishing a valuable timeless brand.