“What’s in a brand?”

If you struggle to answer this question, I want you to know that you are not alone! I speak with entrepreneurs every day who feel stuck when it comes to defining their brand. In this post, I’m going to attempt to explain the essentials of branding in an easy-to-understand way so that you can start building your brand with confidence!

Branding is made up of two main categories: tangible branding and intangible branding. Each of these categories have subcategories of branding elements, as outlined below.

Tangible Branding

• Visuals (including logo, color palette, fonts, website design, videos, etc.)
• Products (product-based businesses)
• Final Deliverables, courses, materials, etc. (service-based businesses)
• Anything your clients can experience with their five senses

Intangible Branding

• Brand Voice: tone of communication with the public, including your overall brand personality (brand voice also helps you appeal to your clients’ emotions)
• Brand Content: all written copy associated with your brand, including website, social media, email, and marketing content
• Brand Messaging: how you position your brand’s mission, values, etc.
• Brand Experience: encompasses all interactions potential clients and clients have with your brand, whether online, in-person, or over the phone
• *Media: how your brand appears in other publications (*you don’t always have control over this aspect)

In future posts, I am going to delve even further into each of these subcategories.