What is Branding + Why Do You Need It?

What Is Branding + Why Do You Need It?

Today, people are starting to hear the word branding when it comes to having a business and being an entrepreneur. Branding is important and unfortunately it can often be  misunderstood as simply just a logo of a business. A brand is more than just a logo, which is the brand identity. So what exactly is branding?

By definition branding originated from the German definition “to burn”. Branding was used to permanently mark products of ownership, such as animals and criminals. Today, branding is the act of imprinting or engraving a brand name. A brand consists of a name, logo, tagline, color palette, design styles and more that associates with a product or service.

Branding is the strategic part of a business. It requires you to lay the foundation down. Who is your audience? What do you provide for them? How do they benefit from your product or service? There’s a lot to consider when creating your brand which is why I’ll quickly go over 5 elements that help build and define a brand and what you should consider when creating yours.


Your mission is what your business or you (especially in personal branding) are set out to achieve. What is it you plan on providing to others or what is it you expect others to provide for you? For example, my mission is to help entrepreneurs and small businesses build and/or modify their brand in order to live out their dreams and also find their style through typography. So the first step is have a mission in mind, create your why, and understand your purpose.


Defining your target means knowing who you want to work with and what you want to do for them. When you discover your niche it makes it easier to figure out the direction of where you want to take your business and how you want to appeal to others. Creating a definition can make your path a bit clear to follow. It’s easier to define your niche based on your strengths and what you know you’re best at.


Your brand should give out the impression towards the people you want to target. How you dress should represent how you want people to see and remember you by. This is usually achieved through use of a logo, social media posts, collateral (business cards, flyers), and more. But the most important thing is to keep it consistent. You can’t use glitters and confetti on one instance and then turn and use barb wires and brick dust the next. It sends mix signals to your audience. Confusion leads to lack of trust.


This is the stage where we check the attitude. As the saying goes, the first impression is a lasting impression. If your goal is to be a professional business or provide luxury services, your brand should give off the impression of high quality or luxury. You are your brand. So the important thing to remember is, what does your brand say about you.


Finally, how does you and/or your brand make others feel. If the shoe was on the other foot, would your business be something that draws you in. Does it sound like a business that sticks to its mission and deliver what you’re looking for? Basically your brand needs to give off the exact vibe you seek without any confusion or questionability. Nobody wants to question whether your business is trustworthy or professional. They should be able to tell and know.

These are some tips that has helped me and others on building and growing as a brand. If there are others you follow or any suggestions, feel free to drop them in the comment below. I’d love to hear what you have to say.

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What Is Branding + Why Do You Need It?

Mariah Streater

Mariah Streater

Graphic Designer & Branding Strategist at Mariah Antionette | Design + Branding
Mariah Streater is a branding and graphic designer that help entrepreneurs and small businesses appeal to their target audience. She is Chicago-based, but loves to travel and explore.
Mariah Streater

About Mariah Streater

Mariah Streater is a branding and graphic designer that help entrepreneurs and small businesses appeal to their target audience. She is Chicago-based, but loves to travel and explore.

  • Great post! Thank for sharing! I really enjoyed reading your take on branding and how to utilize it. This is something that I have been working on on my own site as well! Thanks for the tips!


  • As a marketing major I adore this.
    Diana | http://www.dianavilic.com/

  • Jill Campbell

    This is exactly what I need. I had no clue re: the difference between branding and brand identity! As a newbie blogger, posts like these really help. Pinning for later. Thanks 🙂

    • You’re so welcome! Glad I could help you establish a difference.

    • You’re so welcome! Glad I could help you establish a difference.

  • nicopuegher

    Awesome information! Branding is hard and these tips are very helpful 🙂

  • Branding is such a good starting point in designing your blog aesthetics and developing your blog culture.

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