Brand Basics: What is a Brand?

In this mini course featured on the Branding Your Business Podcast, we will cover brand basics, brand foundations, brand strategy, brand expression, and brand story. This first installment, all about brand basics, is called, “What is a Brand, and Why Do I Need It?”.

Understanding the Essence of a Brand

A common misconception is that a brand is simply a logo, a set of colors, or a name.

However, a brand goes beyond these elements, a brand is defined by what people think, feel, and say about you and your business. It’s the promises you fulfill, the emotions you evoke, and the stories you tell.

We like to say that your brand is the soul of your business.

Imagine, if your business is the body selling a product or service, your brand is the soul that animates it. Your brand leaves a lasting impression on your customers’ hearts and minds.

It’s the warm feeling they get when they see your logo, the trust they build through exceptional experiences, and the loyalty that keeps them coming back.

Building a brand is about fostering relationships, creating connections, and developing a tribe of loyal fans.

Intentional Branding

When I first started my photography business, I took on various jobs—newborn photography, event photography, real estate photography, the list goes on.

This approach was reactive rather than purposeful, which left me feeling scattered.

I quickly realized the importance of intention in branding. So, I decided to focus on brand photography, specifically focusing on small businesses and female entrepreneurs.

By clarifying my goals and defining how I wanted my clients to feel—confident, resourced, and inspired—I was able to transform my business. This intentional shift and new approach to branding resulted in significant growth, with word-of-mouth referrals accounting for over 65% of my business.

However…

A brand is not a magical solution that will instantly solve all your business problems. It’s not about gimmicks or tricks, and it’s not  something you can buy off the shelf or delegate entirely.

Your brand is a labor of love, requiring dedication, creativity, and a deep understanding of your target audience.

Building a strong brand is a continuous journey that demands consistent effort and passion.

Getting Started with Your Brand

Creating a powerful brand that resonates with your audience and builds a profitable business starts with intention.

Everyone has a brand, but it’s crucial to be intentional  – I suggest thinking about the experience you want to give your clients and the lasting impression you want to leave.

Actionable Steps for your Branding Journey

To start your branding journey, journal on this question: How do you want people to feel when they interact with you and your business?

This is the foundation of creating a brand that truly resonates with your audience, and don’t forget to tune into the Branding Your Business podcast to learn more! Now that you have a solid understanding of brand basics, the next step is to learn about brand foundations.

At ComePlum, we work with small business owners to create lovable and impactful brands.

Get our Last Year to Next Year worksheet HERE.