Most people have a basic, almost intrinsic knowledge of what branding is. It’s your image, your values, it’s the face you present to the world. These terms, however, only begin to scratch the surface of what branding is and what it can do for you.
To begin with, it can be helpful to determine what branding is not. Branding is not a logo. It is not a color palate or a font or a matching letterhead. These things fall under the category of brand identity; an important concept and component of any business but also a separate topic onto itself.