If you’re a business owner or an aspiring public figure, you’ve probably heard that you need to develop your brand. Maybe you’ve thought about it a bit and put it on the back-burner. After all, what does branding even mean?

“Branding” is one of those terms that is often misunderstood – but it’s crucial that you get it right.

People often mistake branding for simply having a logo or mark that identifies your business. But, while a logo is part of your brand, it isn’t your brand itself. Your brand is emotional, rather than physical. 

Here’s what that means:

As one of the most important factors to your business’s success, branding is the promise you make to your customers. More specifically, your brand is the set of emotions and perceptions that you intentionally cultivate around your business, which you constantly communicate to your customers through a series of visual and verbal cues.

The first step for your business may be to reflect this in your logo. Next, you can bring that message across to all of your digital platforms such as your website, Instagram, Facebook, etc. And as another piece of the puzzle, you may choose to create branded products or merchandise with your logo on them.

Now, that’s all fine, but why do you really need to devote time to developing your brand?

Because, branding helps potential customers identify your products or services, distinguish you from competitors, and create a persona that your customers can connect with.

In other words, it’s not just the physical products or services your business provides, it’s also the emotions your audience feels when thinking about your business – emotions that you can help create.

Have you ever looked at an Instagram page and been like: “Damn, they have a nice aesthetic!” That’s what you want to create for your brand – an aesthetic that can make it easily identifiable and get your core message across.

Ask yourself: What do people say, think, and feel about your business? That is your brand, and you have the ability to form that impression by choosing how you present yourself, your service, and/or your product.

On that note, let’s take a closer look at why branding is important and the elements that go into creating your own brand.