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Let’s clear up some confusion. When people hear the word “branding,” they often think of logos, fonts, or a snazzy tagline. While those are tools of the trade, they’re not the brand itself. Think of your logo as the face of your company, it’s recognizable and memorable, but it doesn’t capture the heart and soul of what you stand for.

In today’s Email:

• What really is branding? Spoiler: It's not your logo.

• Why branding is your business's secret weapon

• The role branding plays in customer perception

Read time: 4 minutes

Branding: It’s Not What You Think It Is

So, what exactly is branding? Branding is the gut feeling customers have when they interact with your business. It’s their impression of your products, your messaging, and even the way your employees act. Whether you realize it or not, each touchpoint shapes how your audience feels about you. Essentially, branding is your business’s reputation, and here's the kicker, it lives inside your customers' minds, not in your design files.

What Branding Isn't

Let’s get some common misconceptions out of the way:

• It’s not just a logo: Sure, logos are useful, but they’re symbols for your brand, not the brand itself.

• It’s not a product: Customers don’t buy a "brand," they buy a product that represents a brand. Confusing? Think of it this way—people buy Nike for what it stands for, not just for a pair of shoes.

• It’s not a promise: While many claim branding is a promise made to customers, that’s only part of the picture. It’s also how consistently you live up to that promise.

Branding: A Result, Not an Action

Here’s where it gets interesting: You don’t control your brand—your customers do. It’s the collective impression, the feeling, the reputation that forms in the minds of your audience based on how they perceive everything your company does. And guess what? Every customer will have their own version of your brand in their head. Yep, a million different brands of you exist out there in your customer base, and your job is to steer those perceptions as closely as possible toward a positive reputation.

Here’s a reality check: If you think branding is something you do, like checking off a list, "logo, tagline, website, done!" you’ve missed the point. Branding is what happens after all those elements have been put into the world and how people react to them.

Why Branding Matters for Your Business

Let’s bring this home. Why should you care about branding?

Because it’s your business’s reputation, and reputation drives trust, loyalty, and ultimately, sales. Whether you’re a solopreneur or running a multinational company, branding touches almost every aspect of your business—design, customer experience, employee behavior, and even finance (yep, finance has to greenlight those branding initiatives).

Think of it like this: branding is the sum total of every decision you make and how that makes people feel about your company.

• Your culture? Part of your brand.

• Your customer service? Definitely part of your brand.

• Your product design? You guessed it, brand!

When done right, a strong brand can differentiate you from competitors, build long-lasting relationships, and drive growth. And the best part? Even if every customer has their own unique perception, if you keep your messaging, culture, and values aligned, most of those perceptions will land right where you want them: in a positive, profitable place.

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