It is a word you have probably often heard, and it brings to mind another word: logo. While a logo is certainly part of your branding strategy, it is a small part.

Branding is the essence of your company or product or service: it is the look, feel, taste and smell of it. It is the feeling, reaction, perception and expectation elicited in your customers; it is the anticipation of the promise your company has made.

What invokes this reaction? It starts with a recognizable logo that is carried over to your company’s website and printed marketing material; it is the well-written copy that enhances the visual experience; it is the method of communicating the promise of an idea or experience. Ultimately, it is the delivery of that promise through your product or service.