Small Business Marketing

What is a Brand?

This may be a question you have to really sit and think about when determining what the meaning behind your brand is for your company. 

A brand is more than a name, it is the recognizable feeling a product or business radiates. For example, it is your overall big idea, and the personality that goes along with it. 

Once this is established, your brand can be split into 4 different categories: content, style, engagement and story. Each one of these categories play a crucial role in elevating your brand.


  1. Content

A brand’s content usually consists of blog posts, books, services, products and videos. This category really is the meat of what your brand is about. Without it, your brand would have minimal depth.

2. Style

A brand’s style is the look and feel behind the brand’s aesthetic. For example, if you were to look at its web design, visual, copy, colors, logo and fonts it would all fit together and look like a family. 


3. Engagement

This is the part of your brand where you interact with your audience. This can be done through social media, speaking events, press, live events and interviews.

4. Story

The final category is story. Your brand’s story is its journey and business mission, along with your client’s story. All of these elements come together to create a bigger meaning that pushes your brand to grow. 


By paying special attention to these 4 categories you will be able to gain a better understanding of the mission behind your brand. This will make it easier for you to expand and grow your brand over time.

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