If a brand is more than just a logo, a tagline and the colour of the packaging, then what is branding?

Branding is simply turning up the volume on your mission

Branding is not something that’s arranged on the surface, like a stiffly coiffed hairstyle on a fashion model. It takes place from the inside out, so successful brands and ideas that fly are founded on a great mission, a story that we want to believe in.

Everything you do to tell that story from your brand name, to your social media interactions must amplify what you stand for, and communicate to the world why they should care that you brought this thing to life in the first place.

Branding is shorthand, not a shortcut.

Image by Stathis Stavrianos.