Updated: Nov 1, 2019
It's ironic that the discipline of "branding" has an identity problem.
Let's get one thing out of the way. Your brand is not a logo, set of fonts or a colour pallet. I know this is how some people might view it but "brand" has a much wider meaning. A meaning which is much more helpful. Which is strategic and powerful.
So what is a "brand" then?
I define it as "the meaning people attach to you and your offering".
The scary thing about this of course is this that you do not own your brand - other people own the meaning they attach to you. It's in their heads and hearts.
This is where "branding" comes in. "Branding" is the attempt to manage that meaning. To thoughtfully consider the meaning we want people to attach to us. To design the desired outcome of their interactions with us.