What’s Really A Brand?

Many stores and companies go online today – in fact, saying that you don’t have a website for your business nowadays is quite the rare statement. This highlights just how much the digital era has affected the way people do business – how people sell and how people buy. As such, the need to go online soon after founding a business, or maybe even the before the physical store opens (which is actually a popular trend nowadays), is something real which businesses and businesspeople actually worry about.

An important part of going online is to actually establish a corporate identity branding. At first look, the meaning of a branding might not make much sense, or you might be acquainted enough with the term to think this refers to the logo of the company or store. While this last point is not entirely wrong, associating branding entirely with only the logo of a business is erroneous.

A brand is much more than simply a logo – a simplistic definition of the brand would be the identity of your business and it will be better to consult professionals. To further explain this statement, it would be ideal to say that under the heading of the branding, you can include some points which separately, are easy to understand. Some of these components are:

• The logo of your business
• The tagline of your business
• The web design of the website
• The colour palette used
• The fonts used
• The tone of the words (i.e. the style of writing, how you address your customers)
• The images (pictures and photographs) used

As you’ll come to see from the above given components, the logo is in fact, not equal to the brand of a business – it is much more. The components are essentially what make up the website, the image you forward to your customers. It is important to know that this still only half of the company’s brand however – it is the half which you can freely manipulate and work on to create the best brand for your business.

As to the other half of your business’s brand, it can be defined in proper terms as components which are out of reach for you. A few basic components of this half are:

• The customer experiences
• The customer expectations
• The information about the business that is circulated by customers and other third parties

You might of course think that these components can indeed be manipulated by you, but this assumption is not entirely correct. If you were to compare this half of the brand with what was previously explained, you will see that the first half can be controlled by you 100% no doubt – however, the latter half is, to some degree, out of your control and in the hands of other parties directly not related to your business. Thus, when trying to craft a brand for your business, it becomes clear that there are a number of factors – beyond the logo of the business – that have to be taken into account.