What is branding and why is it important?

Creating a brand involves much more than just designing a logo or website. It encompasses all the elements that define and differentiate your business and form a connection with your customer base.

Your brand includes your unique personality, marketing campaigns, visual identity, product design, customer experience, and tone of voice. All these elements combine to make your business more than just a basic retailer, but something that customers can understand, support, and even advocate for.

• The brand strategy defines the "how, what and why" of your business, while visual identity encompasses your logo, website, colors, and images.

• Advertising covers marketing campaigns and communications, and customer experience refers to how you look after your customers.

• The tone of voice encompasses the unique language and terms you use.