Branding is the process of crafting what you present about you (or your business) to attract what you want. Branding is what you do to define who you are, what you do, how you’ll do it, and why.
A “brand” is the message that you want to present. We tend to think of the brand as the logo. But the logo is just an identifier of a larger idea. Take the Target logo, for example. Does the logo itself promise you interesting clothes, groceries, and DVDs all in one place? Nope. The target logo is just the reminder that that’s what you get. The brand is built on a good shopping experience with up-to-date, inexpensive fashion along with groceries, cribs, etc. Your brand is what is behind the services you offer or the products you sell.
Your “brand identity” is the visuals that present the message that you want to present: your logo, your colors, your website, your instagram feed. Aligning the visual with the message is another important part of branding.
The goal of branding is to help you
- stand out from the competition,
- attract those you’re meant to serve,
- sell without feeling “sales-y”,
- work with clients who appreciate you,
- become memorable enough that your customers refer others to you, and
- have money be a part of the flow of your business.