Branding, in a small business context.

What is branding? I have a somewhat different perspective.

I have a confession. After 20 years in the branding business, I still tense up when anyone asks for a “branding” estimate. Because, in all truth, I have no idea what to tell them.

“Branding” can mean a lot of things. It’s often defined first by what it’s not: it’s not your company name. A brand is not a visual brand identity,  your visual vocabulary elem…