What is a brand?


Your brand is the personality and identity of your business. It is what forms the first impression of your business for potential customers. It is how the market identifies your business compared to your competitors and will hopefully make you stand out.

Components of a brand can include:

  • Name

  • Logo

  • Tagline

  • Tone of voice

  • Fonts & typography

  • Symbols

  • Features

  • Colors

  • Graphical element

  • Niche

  • Experience

  • And anything that identifies individual businesses’ product or service as unique or distinct 


Why is branding important?

Branding is the process of creating a brand. It is important as it involves clearly positioning your business and product in the market, devising a brand strategy, possibly creating your name, defining your company’s tone of voice and designing corporate and/or product identity.

Is having a logo the same as having a brand?

A brand is much more than a logo. We understand that cost can be a determining factor and we appreciate the desire to get a visual representation for your business quickly, unfortunately logos alone tell enough of a story about your business. And a poorly designed logo can end up targeting the wrong market altogether.

A brand speaks volumes about a business, including:

  • The experience customers can expect when consuming a product or service

  • How a business highlights their unique selling points or market position

  • How a business understands their target markets by engaging with their interests and needs

  • How a business stays relevant and keeps up with the trends in the market

Your brand describes who you are and what you do, this is why it's important  all of your marketing communications, clearly communicates this.


Why should't I create my own logo or get a cheap one made?

A brand is much more than just logo. It is the story, look and voice of a brand.

A high quality branding process involves market research including target markets and competitors, an understanding your industry, checking if names and domains are available, creating a mood board, testing color schemes in different environments, creating a unique logo that is memorable and finding fonts & typography that is effective.