What is branding? 4 parts of your brand you might be overlooking

What is branding? If you’re wondering, you’re not alone.

There are many ways to define branding, but one of our favourite definitions is from HubSpot:

“A brand is a feature or set of features that distinguish one organization from another. A brand is typically comprised of a name, tagline, logo or symbol, design, brand voice, and more. It also refers to the overall experience a customer undergoes when interacting with a business — as a shopper, customer, social media follower, or mere passerby.”

For small businesses, creating a brand that is unique, consistent, and authentic is key to standing out in your market. Understanding what branding is will help you do just that.

A brand: more than a logo and some colours

Too often, people think a brand starts and ends with a logo and colour scheme. While those are important elements, they’re only part of the picture.

So, what is branding? Simply put, branding is the experience your business creates and the feelings it evokes. That includes visual elements, writing style and tone, customer service standards, website, and much more.

Let’s look at branding like a pizza. The logo and colour palette are like the crust, toppings, and cheese—expected parts of a brand. But what makes your pizza unique? It might be the spices you put into the sauce, the way your team cuts the green peppers, or the thickness of the crust. Those small details might not be obvious, but they have a huge impact on how people experience and remember the pizza.

(And now I’m craving pizza…)

Your brand works the same way. It is made up of subtle elements from the way to engage with customers to how you package your goods, that work together to shape how people perceive your brand.

Consistency in branding matters.

Now, let’s talk about one of the most important parts of branding: consistency.

Imagine ordering a pepperoni pizza for lunch from your favourite spot, then ordering it again the next day only for it to taste completely different… You’d be pretty confused, right? And you may even lose some trust in that restaurant.

Branding works the same way. If your usual brand voice is usually pretty causal, but then shifts to a bunch of corporate lingo, you’re going to confuse your customers.

Being consistent in your brand can be a challenge, especially when you’re a business small business. Here are three tips to make it easier:

Create and follow a brand guideline – Define all the elements of your brand in one document so you have a clear reference– brand voice, colours, fonts, messaging, etc.
Use tools like Canva to maintain consistent designs – Using templates helps to ensure your marketing materials stay aligned with your brand.
Check back to your branding guide regularly – It is so easy for brand elements to shift over time. Referencing your brand guidelines frequently will help you stay on track.

4 parts of your brand you don’t want to overlook

Beyond your logo and colour palette, here are a few elements that play a major role in shaping your brand:

1. Brand voice

How you write and speak about your business matters. Your tone and language choices—whether lighthearted and witty, professional and straightforward, or warm and approachable—sets an expectation for your customers.

2. Font Choices

While your customers probably won’t be able to name the font you use, it contributes to your brand personality. Using a consistent font (or pair) throughout all your brand collateral will create a cohesive identity. We suggest working with a designer to select fonts that fit your brand early on.

3. Music

Whether it’s background tunes in your store or the songs you use in Instagram Stories, music sets the mood. A children’s clothing boutique wouldn’t blast heavy metal—just like a luxury spa wouldn’t play high-energy pop. Aligning your music with your brand helps create a seamless experience.

4. Imagery

Digital marketing is visual, so the images you use are a big part of your brand identity. Do you use lifestyle photography, clean graphics, or a specific colour palette? Making sure your visuals align across all platforms reinforces your brand.

What is branding? Final Thoughts.

Now, you should be able to answer the question, “what is branding?” It is more than just a logo—it’s the full experience your customers have with your business. By focusing on consistency and paying attention to the small details, you can build a brand that stands out and resonates with your audience.

Not sure where to start? We’re here to help you discover your brands full potential and bring it to life. Let’s chat.