Describing what a brand is or isn’t is a challenging task. Most people believe that it’s a logo or colors or design. But, all of those things are really the visual artifacts and symbolism. Building a brand is something deeper. It delves into the roots of identity, character, values, culture, story, voice, and more.

Jeff Bezos famously said, “Your brand is what other people say about you when you’re not in the room”.

I agree with this sentiment to some extent. But, I believe a brand is also how you feel about you. Because how you feel about your business and about yourself is how you transmit your brand and connect to others. People don’t know what to say about you when you’re not in the room if they don’t have a signal or something to experience.

You can build a brand for your business. Or you can build a personal brand around yourself and your own name. Or, your name can be your business. Branding is a general concept that can be applied to many different things.

We tend to think of branding like an orange with different segments and the orange itself represents the whole experience. The core is the heart and soul of the brand. Its core identity. And the top skin is how it appears visually. Here’s a graphic we made to illustrate the concept.

Please feel free to download and share it as you wish. We just request you credit us when you do, please.



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