What is a Brand?

"A brand is a person's gut feeling about a product, service, or organization. That's my short definition. It's not what you say it is. It's what they say it is." - Marty Neumeier

Your brand isn’t about a logo or a website. It's not about the color scheme or font choice. Don't misunderstand, these things are important, but on their own, they don’t set the intention of who you are and what you can do to make the client experience special.

Your brand is more than that. It is the sum of all its parts.

It's everything together that creates a feeling that ultimately makes the customer choose between you, and someone else who does something like you do.

Your brand creates a consistent message that helps customers recognize and trust you. 

And like in all relationships, trust is key. 

Other ways to think about it:

• Your brand is the way a business makes a customer/client feel.

• Your brand is all the tangible + intangible reasons why a customer/client will engage with your business vs. a competitor.

• Your brand is a living and breathing creature -- your brand is always evolving (as long as you do!).

Melissa has a lasting relationship with Starbucks. She can recognize it anywhere.

CONSISTENCY + RELATABILITY = RECOGNITION

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.