Branding: The visible and the invisible

You might be getting tired of hearing me say: “Branding is everything”. Branding is the representation of your business. Is how people see your company, that emotional connection.

They don’t see a logo. They see a business that they trust or they don’t. They see a company that they love or never heart about before.

When you start a business, you are also launching a brand. The way you communicate is essential but before that is even more important the way you are: those things that are invisible. 

What don’t you see in branding?


Branding starts with understanding who you are and why you are in business. I have been recommending the book Start with Why for a long time. This book tells you why you feel better drinking a Mocha in Starbucks while typing in your Mac than drinking a coffee elsewhere using your Android phone. 

The purpose is the fuel that will keep you going when times are hard. It is more valuable than money and businesses with purpose has more future.

Vision and mission

The difference between The Vision and the Mission relays on timing. Vision is what you want this brand to become in the future. The mission is how will you make this brand to fulfil that vision today. Let me give you an example from one of my favourite brands Patagonia:

Vision: A love of wild and beautiful places demands participation in the fight to save them, and to help reverse the steep decline in the overall environmental health of our planet. (future)

Mission: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. (Now)

Branding Values

Values are the core principles of a company; the red lines that you won’t cross. Values are commitments you make within your business in other to grow in line with your ethics, which should be your customer ethics.

Position strategy

You build a positioning strategy from the combination of your audience, your competition, and what makes you more valuable and different. A business should keep it pretty secret, and it should be ambitious but realistic.

What do most people see as branding?

Brand persona

Brand personality is what makes your brand human. The way you speak and your personality. This part is the one that will make the emotional connection between your customer and your business.

Brand communication

Using the above is where you will explain your core message. The problem you solve and the benefits of using you instead of the other option. Brand communication is where you put in practice your storytelling.

Brand identity

Aha! At last, the logo! Brand identity is what most people think is a brand, I think, is a significant part of the brand, but it needs to be coherent with the above and the below. Brand identity is all the visuals like logo, fonts and colours. Together with all the graphic elements that compose the brand and what you build your brand presence.

Brand presence

It’s everything else, all the assets you use to put your brand in front of your potential customers. From your website to your packaging. From your social media to your business cards.

This is why branding is everything in a nutshell. If you want to get further into how to build your brand, download the Free e-Book.

Branding: Strategy in 5 steps