For most small business owners, branding means a company name and logo. But in the age of social media and digital marketing, a brand extends far beyond that. A brand encompasses the associations and emotions that people hold about a company, product or service. Every company, from McDonalds to Old McDonalds Farm, has a brand. And as much as companies may try to shape consumer perceptions, brands ultimately live in the mind of each member of their audience.
If you are building your brand from scratch, here are some key components of the recipe for keeping your brand consistent and well-defined: