Branding 101: What Is A Brand?

You've heard it a million times: "You Need To Build A Brand," but what is a brand?

Seth Godin said it best: "A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer."

Your brand is not just a logo or a set of colors. It is more than that.

It is your brand's story, your vision, and your mission.
It is your brand's guidelines and persona.
It is your client's expectations and their experiences with your brand.
It is how you communicate with them and much more.

So as you work on defining your brand you must remember that brands are not built overnight, it takes time and effort and more importantly it requires intention.