For small businesses, the concept of branding can be rather vague. You might think it’s all about your colors, logo and tagline — and those are certainly part of it. But the totality of what makes up a “brand” involves much more than that.
At its most basic, a brand is a set of features that distinguishes one business from another. Those features might include obvious things like your name, your visual aesthetic and the “voice” or tone of your marketing materials, as well as some more abstract elements, like your mission statement, your core values and your larger “purpose” in the world. Perhaps most importantly, it is the community of people that forms around your company.
“Your logo and website are not your ‘brand,'” said Patrick Hanlon, CEO and founder of primalbranding.co and