what is a brand, and why is having one valuable for your business?

You’ve heard the term “brand” and “branding” thrown around more liberally than plates at a Greek wedding reception. But what exactly *is* a brand?

(And do you really need one for your business?)

In today’s episode of, “Stuff people automatically assume entrepreneurs know all about” I’m going to be demystifying, debunking, and deconfusing (totally a word) business branding.

Let’s start with the basics.

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What is a brand?

A brand is, basically, your businesses’ identity. It’s your calling card, ID, signature, and story, all in one. But what does that mean?

Well, you’ve probably seen a popular quote circulating social media about how a brand isn’t what it does but how it makes people feel. Which is super vague and can dramatically overcomplicate things.

But think of it this way: A cake is tasty because of the ingredients and method it’s made with. And just like you can bake a cake by following a recipe, you can reverse-engineer a brand by learning about its elements. So let’s explore them now.

Your visual brand includes your:

• Logos and logo marks (but wait, there’s more! It’s not just your logo! 😅)
• Color palette
• Typography and fonts
• Patterns
• Image choices and style

Some of the non-visual elements include your:

• Values
• Language (including your terminology and word usage)
• Personality
• Experience
• Storytelling
• Defined audience

All these elements work in harmony with each other to create your businesses’ brand identity. And just like your smile doesn’t tell people everything they need to know about you (as beautiful as your grin is), your brand isn’t simply the one element either.

(…Like a logo. Your brand isn’t just your logo. I’m repeating myself, I know. But if you take one thing away from this article, let it be this: Your brand is not just your logo.)

Everything works together, like eggs and milk and…alright, I’ll admit I usually use a packet mix for cakes, so I’m going to stop myself right there.

But it’s all equally as important. If you miss one part, your brand can feel incomplete. But for this article, I’m going to focus on the visual stuff (because that’s my specialty here at Create & Wander).

Now the key to executing a brand isn’t just having those elements in place, it’s to apply them consistently across all channels. Which sounds like a LOT of work, right? After all, who can be bothered making sure that their color palette is in perfect unison across their social media, website and marketing mediums?

And I bet you’re probably wondering, “Micaela, do I really need a brand? I’ve got so many other things to worry about.”

I hear you. But hold that thought.

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Why a strong brand is so valuable

• A strong brand allows you to instantly communicate and connect with your target audience.
• It also cultivates trust – a vital ingredient for getting your target market to invest in you.
• Not to mention it helps you stand out from your competitors and become irresistibly memorable.
• Oh, and did I mention consistent branding increases revenue by 33%? (Lucidpress, 2019).
• Plus, 77% of consumers invest in brands who share the same values as them (HavasGroup, 2019).

Remain unconvinced branding is worth your time? Don’t worry, I like a challenge. 😉 Allow me to hand the mic over to some of my gorgeous clients so they can share what strong branding (a la Create & Wander style!) has done for their businesses.

Want to create a brand that feels like you, too? (aka a one of a kind!)

Wise move. Because according to the experts, 86% of consumers list authenticity as a decision-making factor when they choose which brands they like and support. (Stackla, 2019)

So if you’re interested in authentic branding, head on over here and read my blog on how to create a brand that feels like you.